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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It's True—Uniqlo's £15 Bag Is Officially 2023's Hottest Item
Two-hundred million shoppers can't be wrong.
By Florrie Alexander
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The "Dated" Shoe Brand Fashion People Are Suddenly Declaring as Chic
Just in time for sandal season.
By Florrie Alexander
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Summer Is All About Easy Dressing—6 M&S Pieces I Rely On Every Year
Stylish and affordable heroes.
By Florrie Alexander
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23 Chic Crochet Dresses That Have Me Dreaming of Holidays
They're seriously good.
By Florrie Alexander
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I'm Obsessed With & Other Stories's Summer Capsule—24 Items I Need You to See
Hurry up, summer.
By Florrie Alexander
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Every Fashion Editor Has This Timeless Bag, and 3 New Styles Just Dropped
New arm candy incoming.
By Florrie Alexander
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Trust Me: These 23 Mango Pieces Will Be Worn by Every Fashion Editor This Summer
Bring on the sunshine.
By Florrie Alexander
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I'm Counting Down to Summer Holidays—This Is My Ultimate Packing List
The most stylish packing list yet.
By Florrie Alexander
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I Saw Multiple Coronation Guests Wearing the Elegant Trend That's All Over Zara
Good enough for a Princess.
By Florrie Alexander
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Kate Bosworth Just Wore the Trouser Trend That's All Over M&S, COS and H&M
A summer staple.
By Florrie Alexander
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16 Stylish Coronation-Guest Outfits I Can't Stop Staring At
Royally good.
By Florrie Alexander
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16 Stylish Coronation-Guest Outfits I Just Can't Stop Looking At
Royally good.
By Florrie Alexander
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Fashion Insiders Rely On This Brand for Designer-Looking Pieces
And its summer collection just dropped.
By Florrie Alexander
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Whistles Does the Best Summer Staples, and Right Now They’re 20% Off
All at 20% off.
By Florrie Alexander
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Weddings, Races and Garden Parties: The One Place I'm Shopping My Summer Looks
Event dressing sorted.
By Florrie Alexander
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I'm Ready for Summer—Here's My Sunny-Weather Wish List
Here comes the sun.
By Florrie Alexander
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If You're Looking for a New, Quietly Luxurious Bag, These Just Hit Right
Thank me later.
By Florrie Alexander
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Celebrities Are Backing Ballet Flats for 2023—Here's How They're Styling Them
So long, heels.
By Florrie Alexander
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I'll Treasure These Classic Jewellery Pieces Forever, and They're 15% Off
They're small but mighty.
By Florrie Alexander
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Sienna Miller Just Wore the #1 Skirt-and-Shoe Pairing for 2023
Copy and paste.
By Florrie Alexander
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How Fashion Editors Navigate the Cocktail Dress Code
Everything you need to know.
By Florrie Alexander
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Editors All Agree: This Edit Is Everything We Want to Wear to an Event
See you on the dance floor.
By Florrie Alexander
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I've Assembled the Perfect Warm-Weather Capsule Wardrobe Entirely at M&S
Here comes the sun.
By Florrie Alexander
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Beauty Editors and Supermodels Can't Stop Talking About This Retinol Alternative
It's the age-prevention serum of the future.
By Florrie Alexander
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My Friend Asked What's on My Spring Wish List—I Sent Her This Edit
Now to choose…
By Florrie Alexander