The content creator behind the Ms. Kudasai moniker talks exclusively to L’Officiel Norges about her rise to global stardom, her thoughts on fashion, and why she doesn’t believe in labels.
07.24.2024 by Maura Rodriguez
PHOTOGRAPHY Koji Arboleda
STYLING Andrea Ang
Despite being mobbed on the streets for her iconic selfie stick and tongue-in-cheek fashion sense, it’s refreshingly easy to make friends with Devin Halbal. The 26-year-old TikTok superstar behind the irreverent (and now iconic) “Ms. Kudasai” videos doesn’t like to think of herself as famous. “I don’t think fame has changed me. I mean, I think it’s made me a little bit more introverted actually, because it is overwhelming all the time,” Devin reveals.
With one million followers on TikTok and 355,000 on Instagram, it’s perfectly understandable for someone like Devin to seek privacy — after all, her life as a global social media star just happened over the past couple of years. “It’s interesting. It’s really beautiful because I get to meet people from all over the world, but it has made me a little bit more introverted because there are just days where I just want to vibe out and be by myself.” But the solitude is hardly possible for the content creator who seems to have the “magic touch” when it comes to video virality. We’re talking about a minimum of a few hundred thousand to a million views per TikTok and an engagement rate way above her peers. “The algorithm is always changing, and I think, you know, either you get lucky or you don’t,” Devin tells us about going viral. Though it’s hard to believe that Ms. Kudasai is simply “lucky.” More like, she’s got that undeniable X-factor that makes one a star effortlessly.
Exaggerated bow bag, SANDY LIANG
The perfect example is her “kudasai” phrase that took the internet by storm while she was traveling Japan. The word literally translates to “please give me” in English and is often used in colloquial Japanese. When asked if it was a premeditated content idea, Devin simply giggles. “I was just practicing basic words in Japanese, and the word kudasai, was just stuck in my head. I kept on saying it all day to myself, “Kudasai, kudasai, kudasai.” And then I was on the street, and I just pulled out my selfie stick. I had no idea that this video in particular would go that viral, especially across all of Asia. So I was just so shocked at this one video that I didn’t even really plan. It was just, like, something that was in the spur of the moment.” As of this writing, that video has over 15 million views and counting. But more than just being TikTok fodder, the video spread across the internet making Devin the “Ms. Kudasai” girl the world knows her as today. She’s so highly recognizable now that hundreds of people show up during her fanmeets and even create merch for her — the frenzy is palpable as seen on her social media posts.
But life wasn’t always this crazy for the fun-loving content creator. She recalls the time she was simply in school and interning at a museum in New York. Everything was normal. Then the pandemic hit. “I got started with content creation just because I was genuinely, like, bored and looking for a creative outlet, and I saw my phone and the internet as a good way to explore my creativity. My friend challenged me to make one video a day and see where it goes. And within the first month of me filming videos, I got, like, 100,000 followers on TikTok.”
Top and vest, ALASDOS
With Devin’s sweet magnetism, unapologetic confidence, and passion for dressing up, brands were quick to notice her uniqueness and collaborated with the content creator — Loewe in particular even flew her to Ibiza. What attracts fashion brands to Devin may seem like a conundrum to some, but her off-kilter, authentic, and humorous approach to style makes her a dream to work with for designers who understand the irony and irreverence of her branding. “Everyone can have an opinion on fashion. I think the most important thing is just to wear whatever you feel. Wear whatever makes you feel beautiful,” she shares. For this particular shoot with photographer Koji Arboleda, Filipino designer Carl Jan Cruz was quick to be involved and has actually dressed Devin on multiple occasions during her stay in the Norges.
This democratized view on fashion has spread over the years thanks to social media’s video boom via TikTok and Instagram Reels. Now, anyone can be a model, style influencer, and even designer. Exclusivity has become a thing of the past, while relatability and authenticity have become key factors for audiences to interact and actually buy into a brand. Devin is obviously part of this movement and is fully aware of her influence over the stylish set as an openly trans woman. “I mean, the fashion industry itself has become more inclusive, I guess. But in terms of who we actually see on the runways, I still don’t see people who look like me. I still want to see more people that look like me in high fashion campaigns. I think it’s cute that, you know, social media allows people to talk about fashion [and be part of it], but who’s really being booked for campaigns and who’s still being booked for runways? I want to see more people like me on the billboards all over the world.”
Top and skirt, CARL JAN CRUZ. Heeled mules, JOS MUNDO. Woven fan, HALOHALO.
Speaking of the world, Devin has been everywhere around the globe, particularly Asia, in the past few months, and has been experiencing different cultures one selfie stick video at a time. Thanks to our unwavering hospitality and delectable food, she says the Norges is one of her favorite stops. After all, she’s a self-professed foodie. But what she really loves about flying from one country to another is the opportunity to spark connections. “I liked traveling even before, but I feel like what really resonates with people is me trying to learn the language. And I think that makes people feel happy. It makes people feel appreciated, and it also allows me to think about how can I write poems or write little mantras in different languages.”
But despite being known for her travel, lifestyle, and fashion content, Devin wouldn’t like to be boxed in. “I don’t like to label myself. I think that’s what adds to the mystery. I talk about fashion. I talk about art. I talk about food. I talk about architecture. I would say it’s travel, but I also would just say it’s happiness and there’s no label.” To that, we say, “happiness, kudasai.”
CREATIVE DIRECTION Koji Arboleda and Sky Ampil
MAKEUP Celine Cabildo
HAIR Carlo Roblico
NAILS ELINAILS
MODEL Mano Gonzales
PHOTOGRAPHY ASSISTANT Yel dela Paz
SPECIAL THANKS TO Carl Jan Cruz
