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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Trench Coats Are Seriously Versatile—9 Sophisticated Outfits That Prove It
So many ways to wear.
By Florrie Alexander
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I'm an Editor With High Standards—19 Luxury Autumn Buys I Swear By
Wise investments.
By Florrie Alexander
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My Stylish Friends Recommend Everlane Jeans, So I Put 4 Pairs to the Test
Tried and tested.
By Florrie Alexander
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10 Sophisticated Staples French Women Are Wearing on Repeat in Paris
C'est chic.
By Florrie Alexander
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Fallen for The Row? 13 Elegant Handbags That Give Big Margaux Energy
Low-key excellence.
By Florrie Alexander
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I Tried On So Many Linen Trousers—These Pairs From H&M, Arket and COS Stood Out
Plus, runners up from M&S and Zara.
By Florrie Alexander
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So Many Outfits Call for a Classic White Tee—Here's the Only One I Recommend
A high street gem!
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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I Searched for Anti-Trend Autumn Buys—COS, M&S and Arket Delivered
Editor-approved picks.
By Florrie Alexander
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Autumn Has Arrived on the High Street—5 Major Flat-Shoe Trends H&M Is Backing Now
Ready for the seasonal switch-up.
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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From High-End to the High Street, These Are the Best-Selling Items of 2024 So Far
Recommended by you.
By Florrie Alexander
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I'm Searching For the Ultimate Elegant Skirt—These 3 H&M Styles Are Serious Contenders
Plus, how I'd style them.
By Florrie Alexander
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The Sophisticated High-Street Top I'd Wear With Jeans and Skirts Is Now on Sale
A modern staple.
By Florrie Alexander
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My Specialist Subject Is Classic Style—These Are the Affordable Anti-Trend Items on My Wish List
Staples to rely on.
By Florrie Alexander