ITZY Concept Evolution: The Real Story Behind "Girls Will Be Girls"

The ITZY concept evolution reaches a significant milestone with their tenth mini album "Girls Will Be Girls," released on June 9, 2025. Following months of anticipation, the South Korean girl group delivers a fast-paced title track that returns to their signature girl-crush roots, showcasing a sound that fans describe as "more ITZY-like than ever".

Rumors of the comeback first surfaced on May 9, 2025, when Xsports News reported that ITZY was in the final stages of preparation for an early June return. Indeed, just two days later, JYP Entertainment confirmed the speculation by releasing an official trailer announcing the June release date. The dramatic music video effects and energetic performance style evident in "Girls Will Be Girls" represent a notable continuation of ITZY's artistic journey after previous concept explorations in eras like Checkmate and Cheshire.

From Debut to Dominance: ITZY’s Concept Journey

ITZY's artistic evolution since their 2019 debut showcases a group constantly reinventing themselves while maintaining their core identity. Their journey from rookies to established icons demonstrates how concept shifts can strengthen a group's presence in K-pop's competitive landscape.

The early days: 'Dalla Dalla' and self-love

ITZY burst onto the scene with "Dalla Dalla," a bold statement piece celebrating individuality with its "I love myself" mantra. Their debut concept featured vibrant colors, casual-chic styling, and youthful confidence that immediately distinguished them from other girl groups. This self-love message continued through "ICY" with its refreshing summer aesthetic, establishing ITZY's foundation as ambassadors for teen empowerment.

The rise of girl-crush: 'Wannabe' to 'Not Shy'

The "Wannabe" era marked ITZY's transition toward a more defined girl-crush concept with its iconic shoulder dance and edgier styling. Their concept photos showcased more experimental fashion choices and stronger makeup looks. "Not Shy" further cemented this direction with its western-inspired visuals and confident choreography, introducing darker color palettes and more mature themes while maintaining their signature energy.

Experimenting with maturity: 'Loco' and 'Cheshire'

With "Crazy In Love" and its title track "LOCO," ITZY embraced a more sophisticated concept. Their styling evolved to include high-fashion elements, intricate set designs, and complex visual storytelling. The "Cheshire" era pushed boundaries further with its mysterious, almost ethereal concept photos featuring fantasy elements and darker aesthetics. This period represented ITZY's willingness to explore more adult themes while retaining their authentic voices.

Checkmate era and its visual shift

The "Checkmate" concept introduced chess motifs and strategic positioning in both concept photos and choreography. This era showcased ITZY's growth through more cinematic music videos, elaborate costume changes, and sophisticated storytelling techniques. Their visual presentation became more cohesive and thematically rich, demonstrating a group confidently expressing artistic vision through carefully crafted imagery—laying groundwork for the concepts that would eventually culminate in "Girls Will Be Girls."

The Making of 'Girls Will Be Girls'

After months of anticipation, JYP Entertainment officially announced ITZY's comeback on May 12, 2025, revealing their tenth mini album "Girls Will Be Girls" would release on June 9. This marked approximately eight months since their previous EP "Gold" from October 2024.

Comeback announcement and fan expectations

The announcement captivated fans with a nearly seven-minute cinematic album trailer that immediately sparked widespread anticipation. JYP simultaneously released a detailed promotional schedule outlining a strategic content rollout including the track list, concept photos, album spoilers, music video teasers, and a live countdown event. Notably, the trailer featured a surprise cameo from JYP's chief producer J.Y. Park, who appeared holding a cassette radio in front of Ryujin with her new short bob hairstyle.

Concept photos and teaser breakdown

Throughout May and June, ITZY unveiled multiple sets of concept photos showcasing distinct visual directions. The first sets portrayed the members with fierce charisma and strong individuality, radiating bold confidence through their styling choices. Subsequently released images showed the members appearing bruised and scratched but "still ready to fight," highlighting their powerful energy.

Visual themes and styling choices

The group experimented with contrasting aesthetics throughout their promotional materials. For the album trailer, they featured high-teen style outfits creating a casual, relatable mood. Meanwhile, the title track embraced a more charismatic, powerful concept with a "Mad Max-like" aesthetic that amplified their message of overcoming challenges together. As Lia explained, "For the B-side track like 'Kiss & Tell,' the styling is more like something people our age would wear when going out during summer!".

How the music video tells a story

The trailer's narrative follows Ryujin's journey after discovering her heart isn't beating. Through symbolic storytelling directed by renowned commercial director Yoo Kwang-hyun, the members attempt to revive Ryujin's heart through activities like playing tennis, sharing food, and singing karaoke. The climactic scene features an expressive contemporary dance where the members lean on each other, emphasizing the album's central theme of unity and emotional resilience. Consequently, as Ryujin described, "The trailer visualizes how we support each other through life's emotional numbness, highlighting the message of solidarity".

What Sets 'Girls Will Be Girls' Apart

Unlike previous releases, "Girls Will Be Girls" signifies a pivotal shift in ITZY's artistic direction that balances their signature energy with newfound maturity. The title track demonstrates how the group has evolved while staying true to their roots.

A shift in tone and message

After years of promoting self-love, ITZY's message has evolved to emphasize collective strength. "This song carries the meaning that there's nothing we can't do as long as we're together, which makes it even more special," Chaeryeong explained. This thematic transition reflects the group's growth since debut, focusing on their bond after six years together. According to Yeji, "Our message has been all about loving ourselves, and now, as we celebrate our 6th anniversary, it felt like the right moment to express the bond of being together."

More cinematic, less performance-heavy

The music video for "Girls Will Be Girls" stands out for its cinematic quality, presenting a post-apocalyptic narrative that one viewer described as "dystopian" with the members "being chased by bird monsters." Unlike previous ITZY concepts, this release features elaborate set designs, dramatic effects, and high-budget production values. Fans particularly noted the "Mad Max-like concept" designed "to amplify the image of overcoming anything together." This approach represents a significant departure from the performance-focused videos of earlier eras.

Member roles and standout moments

Each member shines through distinctive scenes that highlight their characters. Particularly memorable is Yuna's scene "putting on her eyeliner with a knife," which viewers praised as "cool imagery" that reinforces the strong, independent woman concept. Throughout the video, the members face individual battles before coming together, symbolizing their message of unity.

Fan reactions: divided but passionate

Despite the ambitious production, fan response has been mixed:

Some praise it as "one of their best comebacks" and "one of the best MVs that's come out in K-pop"
Others critique specific elements: "It's fine, but their previous releases were too much my style"
Many agree the song would improve "if they just remove the 'yayayayaya' part"

Nevertheless, most fans appreciate that despite the concept evolution, it "does feel so itzy but with less of the teen crush kind of vibes."

The Bigger Picture: What This Means for ITZY

With six years in the industry, ITZY now finds themselves at a pivotal juncture that could redefine their artistic direction. The "Girls Will Be Girls" comeback arrives at a crucial moment in their career, raising questions about their trajectory in the competitive K-pop landscape.

Is this a new era or a one-off experiment?

"Girls Will Be Girls" represents both a return to roots and an evolution for ITZY. Their latest concept pursues a refined version of their signature 'Girl Crush' aesthetic, described as having an "eight-colored charm" that feels both experimental yet familiar coming from "seven-year professionals". Rather than a complete departure, this release appears to solidify ITZY's core identity while adding mature elements that reflect their growth. The group's decision to collaborate with renowned choreographers including Lachika, Kiel Tutin, Choi Young-joon, and Babyjoo indicates a strategic commitment to strengthening their position as "performance queens" rather than merely testing a new direction.

How it compares to other 4th-gen girl groups

In the fourth generation of K-pop, ITZY maintains a distinctive position. Often credited as "the girl group that paved the way for fourth-generation girl groups", they established early momentum with their debut "DALLA DALLA" that earned them rapid recognition. The current landscape is characterized by digital innovation, diverse musical styles, and global reach, areas where ITZY continues to demonstrate leadership. Their approach differs from peers through its focus on group solidarity, as Yeji explains: "Our message has been all about loving ourselves, and now, as we celebrate our 6th anniversary, it felt like the right moment to express the bond of being together".

What fans hope to see next

Beyond this release, fans are attentively watching for two major developments. First, as Chaeryeong hinted: "After this album, our focus will likely be on preparing our next group album with the highest quality possible", suggesting continued musical growth. Additionally, as seventh-year idols, their contract renewal discussions with JYP Entertainment have generated significant interest. The group acknowledged this, stating: "We are working hard to coordinate with the company" and promising to "share good news with the global fandom, MIDZY, and the public" regarding their future plans.