On Fumin Road in Jing'an district, a small clothing store stands out for its calm, white-toned interior.

The shop is the first physical outpost of Academy of Love, a fashion label founded by French designer Albin Warin, known in Chinese as Wang Lexin.

Warin opened the brand's inaugural brick-and-mortar shop at this location in January. In less than a year, Academy of Love has expanded to multiple locations, including stores in Shanghai, other Chinese cities, and California in the United States.

Rather than filling the space with merchandise, the store is designed to slow people down. Warin describes it as a "gallery of love", shaped by a sense of calm and restraint. At any given time, only around 12 core pieces are on display, most of them in white. The limited selection leaves little room for distraction and encourages visitors to focus on fabric, cut, and how each piece feels when worn.

Each garment is accompanied by a palm-sized red-and-white card that outlines its character and suggested wearing scenarios. While the selection changes periodically, the philosophy remains constant, with fewer choices intended to bring greater clarity.

For Warin, an emphasis on physical retail is not a nostalgic gesture but a deliberate decision. In an era dominated by e-commerce, he believes brick-and-mortar spaces still matter as places where people can try on clothes, slow their pace, and reconnect with tangible experiences. Fumin Road, with its mix of international influence and everyday neighborhood life, provides exactly that environment.

The store's clientele reflects the street's diversity. Designers, artists, travelers, and local residents regularly pass through, with ages ranging from the early 20s to well into the 60s. Some shop for themselves, while others choose pieces as gifts. Couples are often seen selecting matching items marked with the brand's subtle heart motif.

White sits at the core of Academy of Love's design language. It is both the brand's most recognizable feature and a practical foundation, allowing the garments to blend seamlessly into a wide range of wardrobes.

Each new store also introduces a location-specific limited edition. The Fumin Road shop debuted the Fumin Jacket, available exclusively at that address, while the Yuyuan Road location offers its own limited-run Yuyuan Shirt.

Sources: Official WeChat account of Shanghai Jing'an Media Center and Xiaohongshu account of the brand