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 Always Find Shopping for Jeans Hard, But These Arket Pairs Fit Perfectly
Tried and tested.
By Florrie Alexander
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The 9 Most Expensive-Looking Pieces on the High Street This Week
The best affordable buys, according to a fashion editor.
By Emily Dawes
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This Is the Most Versatile Dress on the High Street—4 Ways I'm Wearing It This Spring
From weddings to shopping trips.
By Florrie Alexander
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5 Throw-On Shoes London Fashion People Are Exclusively Wearing With Skirts
Click for proof.
By Florrie Alexander
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I've Tried on So Many Pairs of Linen Trousers, But I Always Come Back to My H&M Ones
A true spring/summer hero.
By Florrie Alexander
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I've Tried on So Many High-Street Flats—This Is the One Pair I'm Considering For Spring
Comfortable and chic.
By Florrie Alexander
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It's Basket-Bag Season, and This Premium-Looking Style Is All I Can Think About
It's taking over IG.
By Florrie Alexander
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I Scrolled Through Thousands of New-In High Street Buys—These 6 Trends Stood Out
Thank me later.
By Florrie Alexander
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No Doubt About It, These "Controversial" Flats Have Officially Reached Cult Status
Editors are snapping them up.
By Florrie Alexander
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I’m a Shopping Expert—This Throw-On Dress Is the Best COS Has Ever Made
Spring dressing made easy.
By Florrie Alexander
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21 New-In Pieces From COS, Arket & H&M That Have My Full Attention
Expensive-looking heroes this way.
By Florrie Alexander
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Trainer Trends Can Be Fleeting—17 Classic Pairs That Will Stand the Test of Time
From new names to timeless classics.
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
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9 Spring-Ready Luxury Buys That Are Truly Worth the Money
Timeless investments.
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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So Many Outfits Call for a Classic White Tee—Here's the Only One I Recommend
And it's from the high street.
By Florrie Alexander
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French Women Live in Mary Janes—19 Pairs That Feel the Chic Parisian Part
Elegance in a shoe.
By Florrie Alexander
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2024 Is the Year of Flat Shoes, and This Affordable Pair Stopped Me in My Tracks
Great with jeans, dresses, skirts…
By Florrie Alexander
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From Sambas to SL 72s—These Are the 4 Trending Adidas Trainers You Need to Know About
Not all sneakers are created equal.
By Florrie Alexander
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10 Low-Key Spring Outfits I'll Live in for the Next Few Months
Sun, I'm ready for you.
By Florrie Alexander
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I Tried on So Many Pairs of Jeans From H&M, COS and Arket—Only 6 Styles Stood Out
From someone who lives in jeans.
By Florrie Alexander
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There Are a Few Secret High-Street Sales Going on Right Now—Here's What's Worth Looking At
From & Other Stories, Anthropologie and Nobody's Child
By Florrie Alexander
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I'm Not a Shoe Person, But These 5 Styles Go With Everything I Own
Style meets comfort meets versatility.
By Florrie Alexander
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I'm a Shopping Expert, and I Can Confirm: It's Not Too Early to Be Thinking About Linen Sets
Rely on these all spring and summer.
By Florrie Alexander
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I Combed Through Thousands of Spring Arrivals at H&M: These 25 Were the Chicest
Spring dressing, sorted.
By Florrie Alexander