Florrie Alexander
Florrie embarked on her fashion journey while studying French and History at university. Whilst studying in Aix-en-Provence, she began to write her dissertation on the history of fashion and the influence of Haute Couture, and landed her first role at Harper’s Bazaar. Following this, she interned for various publications including Elle, Grazia and Marie Claire before joining the fashion team at Conde Nast Traveller. There, she contributed to international photoshoots, styled pages and covers, and produced engaging digital content.
During a freelance period, Florrie honed her skills in editorial work in various digital and print publications including Vogue Italy and Departures magazine, as well as styling e-commerce photoshoots and personal shopping. Whilst acting as a personal shopper, Florrie shopped for clients and styled complete outfits, a skill she brings to outfit ideas and styling guides at Who What Wear UK. Florrie actively pursues an in-depth understanding of fashion and jewellery, and after styling a jewellery cover shoot at Conde Nast Traveller chose to complete the De Beers Diamond Foundation course. She has a particular love for handbags, and a collection to match.
Florrie first joined Who What Wear UK as a freelancer before becoming the Commerce Writer, blending both editorial and commercial content. Now, as the Acting Affiliates Editor, she monitors current trends, new-in styles, wardrobe heroes and how best to style them. In her downtime, Florrie can be found in her hometown of London, usually with a coffee in hand.
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There Are a Few Secret High-Street Sales Going on Right Now—Here's What's Worth Looking At
From & Other Stories, Anthropologie and Nobody's Child
By Florrie Alexander
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The 9 Most Expensive-Looking Pieces on the High Street This Week
The best affordable buys, according to a fashion editor.
By Emily Dawes
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I'm Not a Shoe Person, But These 5 Styles Go With Everything I Own
Style meets comfort meets versatility.
By Florrie Alexander
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I'm a Shopping Expert, and I Can Confirm: It's Not Too Early to Be Thinking About Linen Sets
Rely on these all spring and summer.
By Florrie Alexander
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I Combed Through Thousands of Spring Arrivals at H&M: These 25 Were the Chicest
Spring dressing, sorted.
By Florrie Alexander
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The Under-the-Radar Handbag Fashion People and Editors Can't Stop Carrying
A love-forever accessory.
By Florrie Alexander
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2024 Is the Year of Flat Shoes, and This Affordable Pair Stopped Me in My Tracks
Great with jeans, dresses, skirts…
By Florrie Alexander
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So Many Outfits Call for a Classic White Tee—Here's the Only One I Recommend
And it's from the high street.
By Florrie Alexander
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Zara's Spring Collection Is the Best Yet—6 Styles Destined for My Forever Wardrobe
The high-street hero does it again.
By Florrie Alexander
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I Asked the Who What Wear UK Team What They Want to Buy for Spring—Here's What They Said
We can't wait for the new season.
By Florrie Alexander
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I've Been Planning My Spring Wardrobe for Months—These Are the Pieces I'm Into
Now, where are those blue skies?
By Florrie Alexander
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Sambas Aren’t Over, But Celebs and Fashion People Are Just as Into This New Trainer Style
And I've found all the in-stock colourways.
By Florrie Alexander
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Attainable Luxury: 15 Designer Bags That Are More Affordable Than You'd Think
Your wardrobe and wallet will be pleased.
By Florrie Alexander
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My Colleague Just Found the Most Expensive-Looking High-Street Trench Coat—Now I Want It Too
Consider it ordered.
By Florrie Alexander
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A Suede Tote Bag Is Top of My Wish List—Here Are the Best for Every Price Point
It's all in the detail.
By Florrie Alexander
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The Chic French Brand Fashion People Are Buying Their Premium-Looking Bags From
Take note.
By Florrie Alexander
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COS' Cinch-Waist Cardigan Looks Designer—I'm Now Obsessed With Owning It
The high-street hero does it again.
By Florrie Alexander
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I Wear Blazers on Repeat in Spring, and Arket Has Some of the Best Around
Now, which to pick…
By Florrie Alexander
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I’ve Assembled 4 Perfect Spring Outfits Around Arket’s Trending Leather Trousers
From day to night and everything in between.
By Florrie Alexander
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I Just Placed a Mega H&M Order—These 3 New-Yet-Timeless Pieces Get to Stay
Spring-ready styles ahead.
By Florrie Alexander
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Bright Trainers Are In, so Here's Every Trending Adidas Gazelle Colourway I Adore
Colourful kicks ahead.
By Florrie Alexander
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The M&S Coat I've Wanted for Months Is Back in Stock—5 Ways I'm Styling It Now
An instant classic.
By Florrie Alexander
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Suddenly, These Elegant Yet Comfortable High-Street Trousers Are All Over My Feed
A day-to-night hero.
By Florrie Alexander
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My Specialist Subject Is Classic Style—These Are the Affordable Anti-Trend Items on My Wish List
Staples to rely on.
By Florrie Alexander
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Trench Coats Are Seriously Versatile—9 Sophisticated Outfits That Prove It
So many ways to wear.
By Florrie Alexander