Pale Division was launched in Australia, consisting mainly of Willabelle’s thoughts and observations on fashion. Along with the documentation of her personal style, Pale Division is also travel and lifestyle focused.


Internationally based Willabelle Ong is the creative mind, worldwide correspondent and travel enthusiast behind the luxury lifestyle and fashion website, Pale Division. She has collaborated with a diverse clientele — from Gucci, Longines, and Schwarzkopf, to eBay, Sony, and Lenovo.

Other celebrated brands that have reached out include SK-II, Shiseido, Swarovski, Mode Creation Munich (MCM), Topshop, Logitech, Canon, NARS, Benefit, ASOS, Reebonz, River Island, and so on.

Willabelle has covered work across the globe from Asia to Europe, personally interviewing celebrities such as Cate Blanchett, Kate Winslet and Simon Baker. The Pale Division website is also highly adored by the likes of Hollywood actress Vanessa Hudgens.

Recognised by a strong social media following in particular, Willabelle is regularly invited and flown to grace events, including FIDé Fashion Weeks as a Celebrity Social Media Corespondent and Audi Fashion Festival as a Fashion Insider under Singapore Airlines.

In addition to being profiled and making appearances in global publications like Teen Vogue, Cleo, Nylon, Fashion TV and the Levi's 501® Interpretations book, Willabelle is currently freelancing as a writer, consultant and photographer, as well as a contributing columnist for Singapore's Designaré magazine and a writer for NOWFASHION.


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• Vanessa Hudgens: "Can’t get enough of Willabelle’s Pale Division. Super inspirational and rad. Her style is dope."

• Forever 21: "Current blogger crush - Miss @willamazing of Pale Division."

 • FashionTV: "From looking playful in prints to seeing stripes, mixing things up with boyfriend jeans or cut-out pencil skirts, Willabelle knows exactly how to work and create seasonal style trends."