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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These Chic Boden Trousers Are All Over Instagram—Now They’re on Sale
A high-street hero.
By Florrie Alexander
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Trust Me—This Is the Quiet-Luxury Jewellery You're About to See Everywhere
It's made with a sustainable focus.
By Florrie Alexander
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Sienna Miller Wore This Gen Z Shoe Trend With Wide-Leg Trousers at Wimbledon
And it's so easy to re-create.
By Florrie Alexander
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Micro Minis and Mega Heels: Margot's Barbie Press Tour Looks Are Iconic
Come on, Barbie—let's go party.
By Florrie Alexander
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Sofia Richie Wore the "Dated" Trend That's All Over the Runways and High Street
A modern classic.
By Florrie Alexander
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Chic Shoes, Forever Bags and Timeless Jewels: This Accessories Edit Has It All
The ultimate finishing touches.
By Florrie Alexander
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5 Trainers Londoners Are Wearing on Repeat Right Now
Comfy and chic.
By Florrie Alexander
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People in Paris Will Be Wearing This Jeans-and-Shoes Pairing Well Into Autumn
French-girl approved.
By Florrie Alexander
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I'm Looking for Ageless, Anti-Trend Sandals—3 Brands That Always Nail the Brief
They're all over Instagram, too.
By Florrie Alexander
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I Won't Wear These 5 Shoes With Maxi Dresses—Here Are 5 I'd Choose Instead
Perfect pairings.
By Florrie Alexander
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And Just Like That… Is Back—See All the Outfits From Season Two That Rival SATC
We couldn't help but wonder.
By Florrie Alexander
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I'm Convinced That the Best Outfits Rely On TikTok's "Wrong-Shoe Theory"
Instantly upgrade your look.
By Florrie Alexander
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4 Expensive-Looking Colours Even Minimalists Will Want to Wear
They're too good to miss.
By Florrie Alexander
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I Turn to This Brand for Quiet-Luxury Bags—Its New Collection Is So Good
Summer hues this way.
By Florrie Alexander
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I Won't Wear This "Outdated" Sandal Style, But These 3 Others Get a Free Pass
Sandal season is here.
By Florrie Alexander
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Jorts Are Happening: Here's How Fashion People Are Styling Them for Summer
Your guide to the latest summer trend.
By Florrie Alexander
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From French Women to Royalty, This Classic Print Is Having a Moment Right Now
An oldie but a goodie.
By Florrie Alexander
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I Popped Into M&S and Sorted Outfits for My Entire Summer Calendar
No more last-minute outfit panic.
By Florrie Alexander
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From Throw-On Dresses to Easy Co-ords, Free People's New Collection Is So Good
Summer essentials incoming.
By Florrie Alexander
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From Tailoring to Easy Dresses: I'm Wearing This Chic Work Capsule All Summer
Well done, NET-A-PORTER.
By Florrie Alexander
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Summer Is About Easy Yet Elevated Dressing, and COS's New Collection Is Spot-On
Chic looks this way.
By Florrie Alexander
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The Simple Top French Women Wear With Jeans, Skirts and Trousers
J'adore.
By Florrie Alexander
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I'm an Accessories Expert—This Is the Item That Really Elevates an Outfit
It's a year-round staple.
By Florrie Alexander
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I Scrolled Through 3256 Items in the MATCHES Sale—29 Pieces You Need to See
Smart purchases this way.
By Florrie Alexander
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I Never Thought This "Dated" Skirt Would Return—Now It's All I Want to Wear
Y2K goodness this way.
By Florrie Alexander