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 the creative professional, influencer, and travel enthusiast behind the luxury lifestyle and fashion site, Pale Division. She has collaborated and blogged for a diverse clientele, with profiles ranging 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), Logitech, Nokia, Magnum, NARS, Benefit, ASOS, Reebonz, Melissa, River Island, and so on.

 Willabelle has covered work as an international influencer across multiple countries — Europe, Japan, China, Australia, Singapore and Thailand for instance, and has personally interviewed celebrities such as Cate Blanchett, Kate Winslet and Simon Baker.

Recognised by a strong social media following in particular, Willabelle has also been invited to attend and cover events internationally — including FIDé Fashion Week as a Celebrity Social Media Corespondent and Audi Fashion Festival as both an insider and influencer under Singapore Airlines. In the same year, she was appointed winner by the general public for the ASOS State of Fashion styling competition, Australia.

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


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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