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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So Many Timeless Staples Are Selling Out in COS’s Sale This Cyber Monday
Smart buys.
By Florrie Alexander
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H&M Has Up to 60% This Cyber Monday—13 Pieces That Are Bound to Sell Out
Smart purchases ahead.
By Florrie Alexander
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It's True—So Many Chic Brands Just Landed in the MATCHES Black Friday Sale
30% off luxury treasures.
By Florrie Alexander
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I’m an Editor With Fancy Taste—23 Black Friday Homeware Buys I'm Eyeing
Let's talk interiors.
By Florrie Alexander
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I'm an Editor Who Is Hard to Buy for—These Gifts Would Genuinely Impress Me
And they're on sale this Black Friday.
By Florrie Alexander
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What to Wear to a Black-Tie Event: 6 Rules If You Have No Idea Where to Start
Because getting the invite can be as daunting as it is exciting.
By Florrie Alexander
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The High-Street Is Full of Pretty Party Dresses—These 30 Are Must Sees
A neat edit.
By Florrie Alexander
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23 Luxury on-Sale Gifts (Bags! Scarves! Purses!) I'd Also Buy for Myself
Up to 50% off.
By Florrie Alexander
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So Long, Impulse Buys—I’m Building My Forever Wardrobe This Black Friday
Shop 20% off at Whistles now.
By Florrie Alexander
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From Spa Moments to Skincare Sets—16 Gifts We're Excited to Give This Season
We'd also love to receive them.
By Florrie Alexander
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I'm a Minimalist With Classic Taste, and This Is Where I Shop for Chic Partywear
Elegant ensembles ahead.
By Florrie Alexander
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From Forever Bags to Cosy Slippers, M&S Has All My Gift Shopping Sorted
Perfect for self-gifting, too.
By Florrie Alexander
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Free People Is Having a Flash Sale—23 Party Pieces We’re Shopping Right Now
Get ready to be wowed.
By Florrie Alexander
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8 Cool Brands All the Fashion People Are Wearing Right Now
Names to know.
By Florrie Alexander
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I’m An Editor—I Always Turn to This Scandi Brand for Cool, Elevated Partywear
Festive dressing, but not as you know it.
By Florrie Alexander
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I Just Styled M&S’s Expensive-Looking Slip Skirt 4 Ways for Winter
Easy outfits ahead.
By Florrie Alexander
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From Festive Parties to NYE, NET-A-PORTER's Chic Edit Has Party Season Covered
Jaw-dropping styles ahead.
By Florrie Alexander
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I'm a Shopping Expert—Here Are My Chic Winter Capsule Essentials
So chic, so warm.
By Florrie Alexander
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I’m a Fashion Editor—These Elevated Pieces Work for Every Event This Winter
Capsule wardrobe completed.
By Florrie Alexander
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I Just Built My Dream Winter Wardrobe Completely From M&S
Expensive-looking heroes this way.
By Florrie Alexander
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I'm a Fashion Editor—These Are My Hero Bags and Shoes for Autumn
Excellent accessories ahead.
By Florrie Alexander
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8 Investment Pieces You'll Never Regret Buying in the Sales
Smart discount shopping.
By Florrie Alexander
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I'm a Shopping Expert—5 New Designer Brands That Are Set to Make a Big Impact
New names to know.
By Florrie Alexander
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I Have The Row Taste But An Amazon Budget—12 Items I'm Shopping This Prime Day
Designer-passing styles at affordable prices.
By Florrie Alexander
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The Expensive-Looking Bag Brand Editors Rely On Just Launched 3 New Styles
Celebrate 10 years of the Mayfair.
By Florrie Alexander