PORTRAIT | Adeline Jouan and her natural ideas - Flotte | Recycled and Colored Rainwear

PORTRAIT | Adeline Jouan and her natural ideas

Adeline admits, “even today“, she still does “new steps”. A young woman of 32, she grew up in Normandy. Born in Dieppe, little Adeline only arrived in Paris at the age of 21 to finish her studies. Her early years, she spends them then in the countryside, a far cry from city madness. His daily life boils down to picking daffodils with his family and then, when the season arrives, “pick up mushrooms", and "go to the beach see the waves of the spring tides”. In short, a fairly simple life, you think. But no, it's much more than that, it's learning to be connected to nature, live in harmony with the elements and the animals.

It is precisely her roots that have forged Adeline's personality, concerns and values. Model in life, she is also the author of the blog My natural ideas, a treasure for anyone looking to live and consume more responsibly 🌱

fly with one's own wings

If Adeline has always been aware of the preservation of the environment, in all its forms, her convictions were especially affirmed when independence pointed the tip of her nose at 18 years old. Living alone ismake your own choices“but also take”more decisions”. So yes, the young Adeline who dreamed of being an oceanographer and for whom Captain Cousteau was “his idolis still there as an adult, but it shapes and nurtures his interest in nature in other ways.

In fact, even in her choices of higher education, Adeline has gone down paths that link her to the field of natural environments and more broadly to scientific dimension. Well yes because, even with all the will in the world, we are sometimes denied the access we would have dreamed of. This is how Adeline, “not good enough at math”, could not integrate the S sector in high school. But if you thought that would stop him, far from it. She took a degree in geography in Rouen then the master's degree in management of ecosystems and natural environments in Paris, which allowed her to meet and listen to speakers, to debate, to talk subjects that really interest him

At the same time, Adeline is spotted and sees herself propelled into the world of modeling. First, she reconciles her life as a student and her life as a model. Then very quickly, she went full-time and totally threw herself into the world of fashion. What was initially supposed to be just a one-year trial will eventually turn into a new daily. Today, it has been 12 years since she has worked as a model in an agency and as a freelancer.


 © Piergab 📸


As she flourishes in her modeling profession, Adeline still wonders about this astonishing mixture. She has "the impression of having a split personality”, his physique poses and serves as an advertisement to sell, while his mind is against incitement to overconsumption. How to reconcile his job and his personality when they seem so far apart?

This question, Adeline asked herself. Fortunately for her, her path was strewn with loving and enriching encounters. It is a friend who will open her eyes, making her understand that she has “need to eat, to pay [his] rent” and that for that, “modeling is just a job”. So, if she really likes to take part in photoshoots and fashion shows, it's all the same where Adeline has the click, that she understands that it's precisely in her place, in fashion, "where there are so many changes to make", she has "the power to raise awareness". 

It is a set of reasonings and people who taught him to relativize, and above all, to exonerate. Yes, working in modeling can relate to working for a modern pollution machine, but it's also a job that can only be done when you love it. And above all, the money she earns posing for brands, she re-injects it into a circular and green economy, instead of infinitely feeding the fashion industry.



It is also when all these questions arise in her that Adeline decides to launch her blog My natural ideas, he is 7 years old. Instagram wasn't what it is back then, but blogging was a hit. And if that was the solution? She, who loves to write, will start sharing her advice with as many people as possible. 

Starting from the observation that in her new professional environment she does not “could no longer talk about the environment”, since, by definition, “on a shoot you pose and you don't talk”, Adeline's desire to rediscover her love for nature and her passion for science is becoming urgent. Her mission is to help those who want to consume better by clearing the ground for them, her blog aims to raise awareness, discuss and share.

It is true that at the time, it could be complicated for people to embark on this great adventure of “become eco-responsible”. And Adeline knows it well, since she herself went through it when she wanted to improve on a daily basis. She therefore places herself a bit like a big sister or a guardian angel for anyone looking to consume ethical, more responsible et more sustainable (and who don't want to bother doing endless research on the subject). Thanks to her knowledge, she tests, decrypted et put to use full of subjects, from the most advanced to the simplest.


Today she livesmuch better“this duality and uses it”as a strength, an added value with brands and in agencies” so that we no longer choose her only for her looks, but also and above all for her personality

For her part, Adeline also works as a freelance model. Very quickly, she decided that this facet of her professional status would only be dedicated to ethical and responsible brands, brands that she chooses herself and which are in line with her own convictions.

The more she advances on the path, the more things also tend to change. With all the current scandals and concerns that arise, many brands want to make changes. Adeline then presents herself as a real asset, an inspiration, and can share her knowledge with the teams that accompany her, until she finds herself doing “mini conferences during lunch break". Over time, she was able to observe the border between the “two Adelines” of the past fade.





If Adeline has agreed to work with Flotte on the SS22 campaign, she nevertheless left aside her questions and her decryption to ensure that the brand respected its words. A real interrogation based on “and why not like that?”, “and if you did that instead?” ! Our founders, Lyly and Michael, were then able to share with him all their thoughts, their tests, their avenues of research. In short, all the axes and points of improvement on which they work on a daily basis to decrease at most theenvironmental impact of the brand.

And in reality, Adeline had discovered Flotte long before we contacted her to shoot the campaign, her discovery dates back to the very beginnings of the brand! 

(I.e. Back in September 2020, in Biarritz. Adeline walks around and sees a bag Flotte in the window (in fact, it was one of our raincoats transformed into a transportable version). By distinguishing the "eco-responsible" label, she wanted to verify that everything was true, and that Flotte did not do greenwashing as we see too often today.

One thing leading to another, fate brought us together. We will then say that he does things well.



Rather a rain-loving team or not too much anyway?

"Average average, but it takes rain to have flowers so we will say rain-loving” -laughs-

What's your favorite raincoat? Flotte ?

"It's hard to choose, I took the Madeleine and I also like the short with the toile de jouy prints -Anatole-” (But his dream is actually to co-create his own piece with our founders 😏)

Do you have any inspiring personalities to advise us to follow? 

      • Mike Horn, explorer, extreme adventurer, “I really like what he does because it challenges you, and thanks to his expeditions (he's done a lot of them in the cold) he has an eye on the duration of landscape changes, he has seen changes and makes you discover lots of things, without placing yourself as a spokesperson for the environment”
      • Jeremiah Villet, animal photographer, specialist in cold areas, “he only does white photos and his photos are beautiful, he also did a documentary 'A White Dream' which was beautiful”
      • "All the reporter photos of marine environments, who work for National Geographic, it makes you discover species. And photos are super impactful, more so than long texts”


Follow Adeline on Instagram: @adelinejouan et @mesideesnaturelles ????

Leave a comment

Please note that comments must be approved before posting

This site is protected by reCAPTCHA, and the Privacy Policy and Google Terms of Service apply.