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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My Dream Autumn Wardrobe Consists of Pieces From This One Brand
And the new collection just dropped.
By Florrie Alexander
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I Can't Stop Wearing Co-Ords—16 Sets I'm Into for Autumn
The easy cool-weather outfit.
By Florrie Alexander
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Mango Just Dropped the Most Sophisticated Autumn Capsule, and I'm Obsessed
New-season style starts here.
By Florrie Alexander
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I Keep Spotting French Women in These 6 Affordable Summer Trends
Learning from the best.
By Florrie Alexander
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TikTok Has Done the Research—These Fashion and Beauty Buys Are Really Worth It
Your one-stop shop for trending buys.
By Florrie Alexander
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I've Done the Research—Here's Every Single Shoe Style That Looks Good With Jorts
Plus, Hailey Bieber approves.
By Florrie Alexander
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Beauty Insiders Can't Stop Talking About Benefit's New Mascara
And you get an exclusive 30% off.
By Florrie Alexander
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I Found Every TikTok Viral Beauty Item That’s Available on Amazon Right Now
Deals this way.
By Florrie Alexander
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PSA: This Instagram-Famous Trench Coat Has Just Been Restocked
It won't be here for long.
By Florrie Alexander
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I Just Found Everything I Could Possibly Want for Autumn at ARKET
So long, summer.
By Florrie Alexander
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Sofia Richie's Sézane Jacket Lives Rent-Free In My Mind—Now It's Back in Stock
The antidote to uncertain weather.
By Florrie Alexander
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The Chic Trousers Fashion People Reach for When They’re Bored of Jeans
Eternally cool.
By Florrie Alexander
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TikTok Has Spoken: These £35 Trousers Are the Best on the High Street
Elite tailoring.
By Florrie Alexander
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The Throwback Necklace People in London, Paris and Stockholm Are Wearing 24/7
A perfect finishing touch.
By Florrie Alexander
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Trust Me—These Seasonless Wardrobe Essentials Make Getting Dressed So Easy
Year-round heroes.
By Florrie Alexander
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I’m Readying My Wardrobe for Autumn With These Transitional Staples From M&S
So timeless.
By Florrie Alexander
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This Anti-Trend Edit Will Ready Your Wardrobe for Autumn
Well done, Net-A-Porter.
By Florrie Alexander
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Out of All the Trends, "Boho Romantic" Is the Aesthetic I Can Get Behind
Love at first sight.
By Florrie Alexander
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Suddenly, Everyone's Wearing Uncomplicated Dresses From This High-Street Brand
They're seriously good.
By Florrie Alexander
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Gen Z Says the "Jeans and a Nice Top" Look Is Dead—Here's What They Wear Instead
New outfit formula incoming.
By Florrie Alexander
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Years Later, Fashion People Are Still Obsessed With This Designer "It" Bag
Rosie HW wears hers on the regular.
By Florrie Alexander
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The Unexpected '90s Trend That Has Gen Z's Stamp of Approval
And it's my favourite yet.
By Florrie Alexander
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I'm Convinced This One Detail Makes Any Outfit Look Expensive
The secret's out.
By Florrie Alexander
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Wimbledon Is Here—These Celebrity Outfits Are Serves in Their Own Right
From high-street suiting to Chanel bags.
By Florrie Alexander
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Suddenly, Fashion Insiders Are Wearing "Capri Sandals" Instead of Other Shoes
Just in time for the next heatwave.
By Florrie Alexander