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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The Secret’s Out: Fashion Editors Turn to This Brand for Cosy, Chic Knitwear
High-quality, low-effort layers.
By Florrie Alexander
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M&S's Shoes Are Better Than Ever for Winter—These 15 Pairs Prove It
Run, don't walk.
By Florrie Alexander
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I Just Assembled 5 Expensive-Looking Outfit-and-Shoes Combinations
Autumn outfit inspo ahead.
By Florrie Alexander
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I’m a Pro Shopper—Every Chic Gift I’ve Snapped Up Early in Amazon's Flash Sale
There's only a few hours left to get these discounts.
By Florrie Alexander
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I'm Calling It—Mango Has the Best Coats, Boots and Jumpers This Season
Affordable essentials.
By Florrie Alexander
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The 6 Autumn-Ready Essentials Fashion People Rely On Year After Year
New season staples.
By Florrie Alexander
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5 Things Our Editors Never Wear With Leggings, Plus 5 They Always Do
Inspiration incoming.
By Florrie Alexander
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This Designer-Looking High-Street Collection Has My Full Attention Right Now
Get ready to be impressed.
By Florrie Alexander
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I Just Tried on Every Trending Autumn Colour—I'm Adding These 4 to My Wardrobe
Elevated hues aplenty.
By Florrie Alexander
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From New York to London, Fashion People Won't Stop Wearing This One Brand
Street style inspo ahead.
By Florrie Alexander
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I'm a Denim Expert—This New High-Street Collection Rivals Any Designer Buy
Wardrobe staples ahead.
By Florrie Alexander
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The Anti-Trend Brand Editors and Influencers Turn to for Timeless Outerwear
Just in time for autumn.
By Florrie Alexander
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From Kendall to Scarlett—Celebrities Can’t Get Enough of This High-Street Brand
Affordable inspo ahead.
By Florrie Alexander
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This Elevated, Anti-Trend Collection Has My Full Attention This Autumn
It has everything from workwear to evening looks.
By Florrie Alexander
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The High-Street Store Our Editors Turn to for Expensive-Looking Autumn Staples
You're welcome.
By Florrie Alexander
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I Always Get Compliments on This Fresh Perfume, and Now My Home Will Too
And a new perfume oil.
By Florrie Alexander
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The Cool Scandi Brand Fashion People Are Buying Their New It Bags From
Arm candy ahead.
By Florrie Alexander
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10 Autumn Staples French Women Are Wearing on Repeat in Paris
C'est chic.
By Florrie Alexander
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From Flats to Coats—These New-Season Buys Have Autumn Dressing Sorted
It's the ultimate wish list.
By Florrie Alexander
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Katie Holmes Just Wore the Rich-Looking Colour I’ll Be Wearing All Autumn
Just so chic.
By Florrie Alexander
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I Just Assembled 4 Stylish Autumn Outfits Entirely From M&S
You're welcome.
By Florrie Alexander
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It's Cardigan Season—Here Are 5 Easy Outfits I'll Be Trying
Time to bundle up.
By Florrie Alexander
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I’m an Editor Who Loves Handbags—This Is the Brand I Always Recommend
And the new collection just dropped.
By Florrie Alexander
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I Just Know These H&M, Mango and Arket Boots Will Sell Out First
The high street's finest offerings.
By Florrie Alexander
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From Chic Earrings to Pendants, This Brand Has All Your Jewellery Needs Covered
And the new collection just dropped.
By Florrie Alexander