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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Designer-Passing and So Chic—The Under £25 Shoes I Plan to Wear All Summer
H&M does it again.
By Florrie Alexander
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The Row Shoes Are Pure Luxury—7 Pairs That Are Truly Worth the Investment
Invest now, wear forever.
By Florrie Alexander
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23 Fresh Summer Buys That Landed At Reformation, Mango and H&M This Week
Summer styling ahead.
By Florrie Alexander
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I'm Not a Dress Person, But This Elegant Summer Style Has Changed My Mind
You new summer hero awaits.
By Florrie Alexander
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I Just Found My Entire Summer Capsule at This One High Street Store
Premium-looking pieces ahead.
By Florrie Alexander
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Crochet Dresses Are Trending Again—These 23 Are the Chicest Around
They're seriously good.
By Florrie Alexander
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Light, Airy and Seriously Sophisticated—The 17 Best Linen Mini Dresses for Summer 2024
Londoners wear these on repeat.
By Florrie Alexander
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I Just Found My Perfect Summer Dress (and It's From the High Street)
And it now comes in a new shade.
By Florrie Alexander
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Mango's Autumn Sale Is Wardrobe-Altering—23 Pieces I'd Love to Own
Sale season is here.
By Florrie Alexander
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The Classy Summer Trend I'm Wearing to Feel Comfy and Pulled-Together
It's so easy to style, too.
By Florrie Alexander
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Zara’s Up to 50% Off Summer Sale Is Here and, Wow, It's Good
This way to savings.
By Florrie Alexander
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Jorts Are Dominating Right Now: Here's How Fashion People Are Styling Them for Summer
Your guide to the latest summer trend.
By Florrie Alexander
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'90s Sandal Trends Were Elite—5 Elegant Pairs Set to Take Over This Summer
Just in time for the sunshine.
By Florrie Alexander
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I Searched Through Thousands of Luxury Products and Only 22 Summer Pieces Really Stood Out
Wise investments.
By Florrie Alexander
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Out of 15,000 Net-a-Porter Sale Items, I Think These 21 Will Sell Out First
See my editor picks.
By Florrie Alexander