Our Autumn Teddy Stories
H&M Divided / AW 2021 / Naming & campaign copy / Japanese market
The name
Our Autumn Teddy Stories
The insight
H&M Divided was launching an autumn collection built around a teddy bear motif originating from the China line. A motif that could read as childish in one market needs careful handling in another — the job was to land "teddy bear" as cosy, nostalgic, grown-up autumn for Japanese shoppers, not as kidswear. The name had to make the bear feel like a warm seasonal story you'd want to wear, not a toy.
The craft
"Stories," plural. Framing the collection as "stories" rather than a single theme gives the name room to stretch across multiple drops, looks, and channels — a name that's a container, not just a label. Each piece becomes its own "teddy story."
"Our." The possessive pulls the shopper inside the collection — it's not the autumn teddy, it's ours, shared between brand and wearer. Warmth without childishness.
Naming for a local market from a global motif. English name worked for the Divided/youth audience as it positioned the bear as autumn-cosy rather than juvenile.
Scope
Naming & all campaign copy
Part of marketing team
H&M Divided AW 2021 local campaign
Created the campaign name and adapted the collection for the Japanese market
Where it ran
Social (Instagram, X, Facebook)
Owned media (email, app push)
Outcome
Campaign name and full copy suite for H&M Divided's AW 2021 Japanese-market launch.
