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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Trust Me—the 3-Piece Suit Is the Wardrobe Hero You Didn't Know You Needed
Suit up.
By Florrie Alexander
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The Matches Sale Is Full of Designer Buys That Are Already on Your Wish List
The Frankie Shop, Chloé, Demellier, and more.
By Florrie Alexander
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I've Seen a Lot of New Spring Pieces This Week, But These 23 Really Stand Out
Just in time for pay day.
By Florrie Alexander
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I've Assembled 5 Easy Outfits Around These Best-Selling COS Trousers
Winning outfit formulas here.
By Florrie Alexander
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The Way Emma Watson Styles a Miniskirt for Spring Feels So London
It's so easy to copy and paste.
By Florrie Alexander
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I'm a Cardigan Girl—These 25 Have Spring Written All Over Them
The perfect layer.
By Florrie Alexander
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Most of My Jewellery Comes From This Brand—Here Are the Current Standouts
Prepare for self-gifting.
By Florrie Alexander
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M&S's Handbag Collection Is So Strong Right Now—Here's What Caught My Eye
They look so premium.
By Florrie Alexander
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Alexa Chung Just Pulled Together the Perfect Spring Look, and You Already Own It
Easy as one, two, three.
By Florrie Alexander
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Trends Can Wait—These Spring-Ready Pieces Will Live in Your Forever Wardrobe
Every style from classic to bold.
By Florrie Alexander
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Kendall Jenner's Spring Coat-and-Shoe Pairing Is So London
Just copy and paste.
By Florrie Alexander
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Mango's Latest Drop Has Perfect Pieces for Every Big Event in My 2023 Calendar
Get ready to be wowed.
By Florrie Alexander
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5 Incredibly Chic French Women Just Shared Their Spring Wish Lists With Me
A beautiful edit.
By Florrie Alexander
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Emma Watson Just Wore a Very '90s Dress-and-Shoe Combination
Understated yet impactful.
By Florrie Alexander
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Trust Us: These 7 Elevated Staples Make Spring Dressing Easy
Ready, set, new season.
By Florrie Alexander
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True to Form, Zara Is All Over 2023's Biggest Flat-Shoe Trend
And there are two new colours to get excited about.
By Florrie Alexander
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NET-A-PORTER's Spring Edit Is So Good—24 Pieces We Can't Stop Thinking About
They're from your favourite brands.
By Florrie Alexander
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Everything Paris's Best Dressed Are Wearing for Fashion Week and Beyond
Time to spring forward.
By Florrie Alexander
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All Our Editors Agree: These Are the Best New-In M&S Pieces to Buy for Spring
Ready to spring forward?
By Florrie Alexander
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COS Is Backing Colour This Spring—7 Shades We're Shopping Right Now
The brighter, the better.
By Florrie Alexander
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This Classic Brand Has Perfected Quiet Luxury—Here's What Our Editors Love
Sunny-day dressing just got chicer.
By Florrie Alexander
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M&S Now Stocks So Many Brands—6 Our Editors Love to Shop
Your spring wardrobe awaits.
By Florrie Alexander
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The Elevated Basics to Add to Your Capsule Wardrobe This Spring
Your new-season outfits, sorted.
By Florrie Alexander
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Forget the Obvious—These 24 Mother's Day Gifts Come Fashion Editor Approved
They're gifts to treasure.
By Florrie Alexander
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My Easy French Hair Tutorial Went Pinterest-Viral—Here's How to Do It
It's as easy as one, two, three.
By Florrie Alexander