Advice on which white paint to get (please)

[speakreveal]

Hi guys,

We're redecorating every room in the flat ourselves, but have no prior experience choosing paint before.

We want to go with an all-white option for our:
- walls
- ceilings
- skirting boards (woodwork)
- shelves (woodwork)
professional painting
My questions:
1) Can anyone suggest a premium(ish) paint option for the above surfaces? Do we need different paint types per surface?
1) Would a matt white paint finish be a safe option - for the walls and ceiling? (I seldom see rooms finished in gloss anymore)
2) Any other tips?

PS. Most of the rooms have reasonable-to-good natural light

Many thanks,