Celebrating its 125th anniversary this year, Middle Huaihai Road remains a vibrant commercial hub, continually attracting young brands and new ideas. Following the arrival of New York streetwear label Staple, several new fashion stores have recently opened along the road, offering shoppers fresh retail experiences.

South Korean and Chinese fashion cultures meet

South Korean designer label Dunst has launched its first pop-up store in China at Nos 862–864 Middle Huaihai Road. Running for about two months, the space introduces the brand's design style through an immersive showcase that combines fashion, art, and everyday aesthetics.

To present the brand from multiple angles, Dunst invited 10 Chinese fashion influencers for in-depth visits and content creation. Their posts on social media, featuring photos, videos, and styling ideas, highlight the pop-up's interior design, product details, and the label's latest collection.

The pop-up features the full Dunst 2025 fall/winter collection, including apparel, bags, and accessories. The store design reflects the brand's minimalist, gender-neutral approach, creating a setting where visitors can experience the mood and stories behind the products.

According to the brand, opening the Shanghai pop-up is an important step in its expansion in China and provides a new offline touchpoint for local fashion followers, contributing to growing exchanges between Chinese and South Korean fashion cultures.

Retail space becomes a "music room"

Chinese fashion and accessories brand Amazing Song has opened a newly designed "music space" at No 636 Middle Huaihai Road. The store reflects the brand's "love and sharing" ethos and takes inspiration from the idea of a flowing melody.

The layout guides visitors through a series of themed areas that symbolically represent stages of women's growth. Details such as organ-style window displays, piano-key installations, and bright colors help create a lively, music-inspired atmosphere. The space also includes art photo spots, a DIY craft area, and a cafe-reading zone on the second floor, expanding the store beyond a traditional retail function.

To mark its 12th anniversary, the brand is debuting its high-end Platinum Label collection. The series features premium vegetable-tanned leather and focuses on clean lines and refined craftsmanship.

Source: Official WeChat account of Huangpu district at "shhuangpu"