Perth, Australia

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 fairly lifestyle-focused; an area made quite obvious with the endless exposure of travel and food visuals.


Born and raised in Singapore, now Australian based Willabelle Ong is a full time student and writer behind the fashion blog, Pale Division. She has collaborated and blogged for a diverse clientele, with profiles ranging from Gucci Australia, BONDS and Sunglass Hut, to SONY Intel, Masters and Magnum.

Other celebrated brands that have reached out include NARS Cosmetics, ASOS, Benefit, G by GUESS, River Island, Solestruck, Veet, Jean Yip Beauty, Charles and Keith, Sportsgirl, Motel Rocks, etc.

Travel and accommodation-wise, Willabelle has had the pleasure of experiencing sponsored trips to remarkable countries - China, Australia, Singapore and Thailand for instance, as well as the opportunity of working alongside major bureaus like AirAsia, InterContinental and Shangri-La Hotels and Resorts.

Recognised by a strong social media following, Willabelle has also been invited to attend and cover events internationally - the most recent being FIDé Fashion Week 2013 (Marina Bay Sands, Singapore) as a Celebrity Social Media Corespondent. In the same year, she was voted winner by the general public for the ASOS State of Fashion competition, Australia.

In addition to being profiled and making appearances in global publications such as Teen Vogue, NYLON and the Levi's® 501® Interpretations book, Willabelle is currently an ambassador for Australia's Shop Til You Drop magazine, and a contributing columnist for Singapore's Designaré titles.


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• "Blog shout outttt! Can’t get enough of Willabelle’s Pale Division. Super inspirational and rad. Her style is DOPE.” - Vanessa Hudgens

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

• "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." - FashionTV 

• "Her blog keeps the looks fresh, the styling chic, and on-point, mixing high-to-low brands and price points, for an end result that is always charming and right on time! We love you Willabelle." - Solestruck