“I didn’t think it would be so horrible.”
Koreaboo
34 minutes ago
NewJeans’ latest teaser has sparked heated reactions online after fans noticed similarities between the group’s new content and previous ILLIT material.
NewJeans as 4 members. | ADOR
The group recently unveiled new visuals for their 2026 Summer of NewJeans project, marking their return to activities. However, instead of only celebrating the members’ comeback, some fans have been focusing on alleged similarities between the two HYBE groups.
ILLIT
One of the biggest points of discussion is that the creative director behind the NewJeans teaser is reportedly the same person who worked on content for ILLIT. After noticing the connection, some NewJeans fans expressed frustration and called for the group to reunite with their previous creative team.
Why is the illit director now working with newjeans?? pic.twitter.com/e5LNNln0WT
— sofi🐇 (@haerinlune) July 21, 2026
The debate intensified after fans pointed out that Hyein appeared to be wearing the same pair of shoes that ILLIT’s Wonhee had previously worn in a teaser.
Oh it’s so over https://t.co/DVpMMxAEOJ pic.twitter.com/6VM9rnxiik
— sofi🐇 (@haerinlune) July 22, 2026
The detail quickly went viral among fans, with some accusing the company of intentionally damaging NewJeans’ identity and image.
Sharing director between ILLIT and newjeans isn’t an accident. HYBE is intentionally homogenizing their visual teams to erase the plagiarism narrative and force a standardized “house style.” They’re trying to blur the lines so no one can tell the difference anymore. 🙄
— Adwoa (@NanaAch31258300) July 21, 2026
they want to use the similarities to leech off of newjeans popularity and now that they’re in control they don’t even have to hide it + they have a successful proof of concept through katseye+lsf+illit
— orbittokki (@orbittokkotti) July 21, 2026
We can tell pic.twitter.com/n33LfrFlWJ
— sofi🐇 (@haerinlune) July 22, 2026
Some claimed that the styling choice felt like a deliberate attempt to compare the two groups, while others described it as a “humiliation ritual.”
This… what’s next, shitty edm music? I’ve been saying that groups like katseye who are talented don’t deserve this type of music. So now hybe is purposefully sabotaging them? This is so colorless wirh all the fucking wooden rabbits and stupid drawing doodles
— sofi🐇 (@haerinlune) July 22, 2026
What are your thoughts? Do you think the similarity between NewJeans and ILLIT happened naturally, or was it a detail forced by HYBE, given the feud between the groups? Let us know your opinion in the comments section of your social media post.