3D Gaussian Splatting (3DGS) delivers real-time and high-fidelity rendering but remains challenged by unconstrained in-the-wild scenes, where drastic appearance variations and transient objects violate multi-view consistency. Existing methods are fundamentally limited by independent and discrete embeddings that struggle to capture continuous environmental changes or model spatially-varying local illumination. To address these limitations, we propose \textbf{WilLaGS}, a unified framework for robust 3D scene reconstruction and generative appearance synthesis under unconstrained settings. Specifically, we introduce a generative appearance model where a $β$-VAE learns a structured and continuous manifold of global appearance. Conditioned on the latent code, we construct a 3D neural appearance field that generates dynamic Tri-Plane features to encode spatially-varying local illumination effects. Furthermore, to suppress transient artifacts, we present a self-supervised perceptual masking mechanism that leverages a Teacher-Student (EMA) architecture to derive a stable scene consensus, robustly identifying inconsistent regions via perceptual discrepancies. Extensive experiments on multiple datasets demonstrate that \textbf{WilLaGS} achieves state-of-the-art performance in reconstruction quality and novel view appearance synthesis, while maintaining real-time rendering efficiency.

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