I-DLE’s Bold Rebrand and New Creative Direction: A Fresh Chapter for the Group

Published Categorized as Comebacks, Debuts, Groups

On May 19, 2025, I-DLE held a press conference at the Chosun Palace in Gangnam, Seoul, for the launch of their 8th mini-album, We Are. This marked their highly anticipated return after a 10-month hiatus since their last release, Klaxon.

One of the biggest revelations from the press event was the group’s decision to officially drop the “(G)” and “여자” (female) from their name, a move that reflects their evolving identity and desire to step away from labels.

The change has generated significant buzz, with the group’s members sharing their thoughts on why it was an important step for them.

The decision to drop the “female” tag was a long time coming for the members. Miyeon expressed how she had always found the label in parentheses to be odd, reflecting that they had never truly embraced it since their debut.

Now, with the release of this album, they feel they’ve finally stepped into their true identity as artists.

Yuqi shared her personal struggle with the old name, admitting she had been used to saying it a certain way, but she hoped the public would embrace the new identity along with them.

In addition to the rebrand, I-DLE’s comeback symbolizes a new era of creativity. For the first time, all the members contributed to the songwriting and composition process.

This approach is particularly significant as it coincides with their contract renewals with Cube Entertainment.

Soyeon, the leader, noted that this collaboration was a meaningful experience, despite her initial worries about whether they could pull it off.

The result is a diverse and dynamic album that incorporates various sounds, marking a shift from the group’s previous concepts.

The album’s title track, “Good Thing,” fuses nostalgic autotune sounds from the 2010s with a fresh twist, addressing the theme of confronting a cheating lover in a bold and unconventional manner.

This marks a departure from typical portrayals of such experiences by female artists, as Soyeon emphasized.

Another standout track, “Chain,” delves into the interconnectedness of relationships, whether personal or romantic, with Minnie sharing how she used the metaphor of chains to convey the complex bonds within I-DLE.

Yuqi’s track “Love Tease” showcases her love for disco music, focusing on melody over lyrics, while Miyeon’s “Unstoppable” explores universal themes, a song that she felt encouraged to write with the support of her fellow members.

Shuhua, who ventured into lyric writing for the first time on “It’s Okay,” shared how Soyeon’s encouragement and promise to assist her gave her the confidence to participate in the process.

The result is a song that stands out for its unique use of language, showcasing Shuhua’s fresh perspective on songwriting.

As for their goals with the album, the members jokingly referenced a challenge involving Yuqi shaving her head if they hit No.1 on the Billboard charts, further highlighting the lighthearted and close-knit dynamic of the group.

Despite the playful banter, Soyeon expressed a deeper desire for the group to continue exploring new concepts and performing for years to come, without being confined to a single genre or image.

The members also addressed their contract renewals, noting that the terms are now more artist-friendly, but they made sure to reach a balanced agreement with the company so that both sides could benefit.

Reflecting on the growth of I-DLE as a team, Yuqi mentioned how their straightforwardness and honesty allowed them to overcome doubts and challenges and continue moving forward together.

While I-DLE has often promoted themes of female empowerment, they’ve also been at the center of discussions about the pressure of dieting and provocative concepts in the K-pop industry.

Soyeon acknowledged these complexities, explaining that the group’s music is not about pushing a specific message but rather expressing their authentic selves.

She further elaborated that while external opinions sometimes influence their creative decisions, they always aim to express their true emotions and thoughts.

With a renewed name, a stronger sense of unity, and an evolving creative vision, I-DLE’s We Are marks a pivotal moment in their journey.

This album not only reflects their growth as artists but also their commitment to exploring new narratives and sounds while staying true to their identity as a group.

By Amelia Foster

Amelia Foster tracks tours, variety appearances, and OST drops. Amelia believes every era deserves a good concept photo breakdown.