“Time is the ultimate luxury,” says Willabelle Ong. Not bags, not shoes, not a million followers—just time. “It’s the small, everyday moments, like holding [my daughter] Ava’s hand or hearing her laughter, that give my life real meaning.”
For someone whose career was built on the glossy, aspirational perfection of fashion blogging and social media, this is not the statement you’d expect her to make. But Willabelle, or Willamazing as she is known online, is no longer just the girl in the perfectly edited frame. She’s also a mother, entrepreneur, actress, and someone who, by her own admission, is learning to embrace the chaos behind the camera.
You probably know her for the clothes, the countless Hermès bags, and the flawless make-up. Over a million people who follow her on Instagram and TikTok are drawn to her signature blend of elegance, wit, and soft-focus glamour. But to hear her tell it, her style has always been evolving. In fact, it started long before the numerous brand campaigns and fashion week invites. “Fashion has always been my favourite form of self-expression,” says the 30-year-old. “Lately, I’ve been drawn to a mix of tailored, elegant pieces with the occasional masculine edge.” Think sharp vests, tailored jackets, and trousers with intention. Still feminine, but also practical. “More than ever, I’m curating a wardrobe that tells a story: One that feels distinctly mine, yet timeless.”
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Born in Singapore and raised partly in Perth, Willabelle spent her teenage years blogging and experimenting. “I was into colour-blocking, wore studs and spikes, and at one point, really thick eyeliner,” she laughs. “It was a blend of creativity and rebellion”. Her first shoots? Done in the Australian outback by her parents. “They’d help adjust my outfit and cheer me on. Looking back, those moments played a huge role in shaping how I express myself creatively today.”
One early turning point came when High School Musical star Vanessa Hudgens gave her a blog shoutout, sending thousands of new followers her way overnight. “I was 17 and completely stunned. That moment made me think more seriously about personal branding.”
From there, she scaled the ladder of digital influence, evolving with each platform. During the pandemic, she leaned into TikTok, not with perfectly styled OOTDs but with comedic skits about the absurdity of fashion people (herself included). “I let go of the need for everything to be perfect. The response was so refreshing. People appreciated the realness.” That looseness and that willingness to play cracked something open. Eventually, it led her to acting. “I’ve always been curious about acting, but never quite had the confidence,” she says. “It wasn’t until Ava was born that something shifted”. Watching her daughter step into the world with zero fear inspired Willabelle to do the same. “Her willingness to try new things reminded me how important it is to embrace the unknown.”
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In Black Thursday, her debut docudrama role, she portrayed a character based on real-life events. “It was a completely new experience. The challenge was capturing the emotional depth and nuance of the role, which required a different kind of precision than what I’m used to in fashion and social media.” For someone used to directing and editing her own image, letting go of control was difficult. But it was also quite liberating, she says, adding that it’s no longer just about presenting an image, but about “embodying a character and delivering the emotional truth the director needs in each moment.”
She also made a cameo appearance in Thai/Mandarin film Baby Hero and is already exploring more roles. “Acting is definitely a long-term chapter. I’d love to take on roles that explore grief, identity, or conflict—the kinds of characters that aren’t always easy to like.”
She speaks about this next chapter not with glossy ambition, but with a kind of grounded curiosity. And it tracks. Because the real-life Willabelle Ong is unexpectedly chill. On set, she turned up on time, with no fanfare, ate lunch and hung out with the crew. Just quietly present, polite, and self-contained. She blends in until the cameras are up and her natural poise takes over. Indeed, there was no diva energy, no need to be handled.
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But don’t confuse that with complacency. Behind the scenes, Willabelle is always plotting. Her day is a rotating carousel of content shoots, editing notes, meetings, mum duties, and the occasional painting session soundtracked by ‘80s love songs. “I try to be present with Ava in the mornings and evenings. But during the day, I’m toggling between tasks. So, it helps to plan the night before, but some days I just wing it.”
One of the latest projects she is working on is OME Living, her answer to an often-overlooked space: Homecare. Launched in 2024, the brand is made up of hand washes, dish soaps and surface cleaners—aesthetically elevated and intentionally made. “After Ava was born, I started noticing how much time we spend on the everyday. I wanted products that were effective, beautiful, and consistent.”
The formulas, she adds, are crafted in Japan, the packaging is refillable, and the tone of the brand reflects her own self: Low-key luxury with purpose. “Entrepreneurship is a natural extension of my creativity. I’ve always wanted to design not just how things look, but how they make people feel.”
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Still, navigating the digital space as a creator-turned-entrepreneur isn’t without fatigue. “The pressure to keep up, to perform, is real. But I try to remember why I started. For me, it’s always been about sharing things I genuinely love in ways that feel authentic.” And if that means skipping a trend or pulling back for a few days, so be it. As she puts it: “You don’t have to be ‘on’ all the time. That’s not sustainable.”
She’s also becoming more selective about how she shows up. This year alone, she’s joined the steering committee for the National Gallery’s 10th Anniversary Fundraising Gala, dipped into public speaking, and is teasing a possible podcast. “It scares me, which is exactly why I’m doing it. I want to have deeper conversations with people I admire, and about things that matter.”
Then there’s The Oltre House (@TheOltreHouse), an Instagram account of her new home and, what she calls, her creative playground. “It’s not just a place to live in. It’s where I can bring ideas to life, host intimate gatherings, and create moments. I see it as a hub where design, storytelling and connection can coexist.”
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What excites her most isn’t a campaign, a headline or a major brand collab. It’s being a beginner again. “It’s humbling. It’s also where growth happens.” And with everything she’s juggling, it’s clear she’s grown into the many roles she once only imagined.
Maybe Willamazing began as a cheeky online handle, but today, it feels less like branding and more like biography. “I feel most successful when I’m able to do work that brings me joy, stay connected to the people who matter, and remain grounded in gratitude for it all.”
Photographed by JOEL LOW
Styled by DONSON CHAN
Make-up Artist JYUE HUEY LOW/The Makeup Room
Hairstylist CALVIN GAN/Hairloom
Photographer's Assistant EDDIE TEO