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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I Swear, I Spot Stylish People Carrying This Cult COS Bag Every Day in London
Back in new shades for winter.
By Florrie Alexander
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A Suede Tote Bag Is Top of My Wish List—Here Are the Best at Every Price Point
It's all in the detail.
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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I Always Find Shopping for Jeans Hard, But These Arket Pairs Fit Perfectly
Tried and tested.
By Florrie Alexander
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H&M Called It: The 5 Timeless, Expensive-Looking Trends That Will Define Winter
Cold-weather dressing just got chicer.
By Florrie Alexander
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Here Are 5 Expensive-Looking Winter Outfits You Won't Believe Are from Zara
You're welcome.
By Remy Farrell
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I Know a Good Bag When I See One—These Are the Best to Give (or Receive) This Christmas
Something for all budgets.
By Florrie Alexander
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No Doubt About It—These Are the 15 Best Buys at COS, Arket and H&M Right Now
Expensive-looking heroes this way.
By Florrie Alexander
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I'm Convinced That These £65 H&M Boots Will Sell Out by This Weekend
Talk about expensive-looking.
By Florrie Alexander
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Every Fashion Person's Favourite Black Boots Are Finally Back in Stock
My most-worn shoes, all year round.
By Florrie Alexander
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I Just Tried On Reformation's Winter Collection—These 5 Pieces Will Earn Me So Many Compliments
Looking chic just got easier.
By Florrie Alexander
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If Chic Knee-High Boots Are Your Thing, This Perfect Pair Would Be My Top Recommendation
A smart purchase in every way.
By Florrie Alexander
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I Just Tried The Knitwear Trend That Fashion People in Copenhagen and London Are Backing This Winter
Cosy and chic.
By Florrie Alexander
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This Under £1,000 Designer Bag Dominated the Runway—Now Stylish French Women Are Snapping It Up
An icon in the making.
By Florrie Alexander
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When Fashion People Invest in Timeless, High-Quality Knitwear This Is The Brand They Turn To
The best of the best.
By Florrie Alexander