In the lively evenings of Bologna’s university life, Via Mascarella stands out as one of the most vibrant streets, featuring attractions such as the small-scale multiplex cinema Odeon and landmarks of nightlife and culture like Modo bookshop and bar, Ortica, and Mustache, to name a few. However, during the day, it transforms into a much quieter and less iconic place.
Perhaps for this reason, many passersby fail to notice a small yet distinctly peculiar hairdressing shop just in front of Ortica. It seems to have been there forever, but its unassuming exterior, bearing the name “Il bello delle donne” as an homage to a popular late Nineties TV series, does little to attract attention. The salon appears remarkably uninterested in displaying a contemporary look or an appealing store sign, making it almost go unnoticed. Almost.
But then you take a closer look, and oh, the marvel, the wonder. Its small window is an intricate and elaborate web of Barbie life. Barbies having brunch, Barbies chatting away the evening in front of a fireplace, Barbies driving in cars with Kens, Barbies drinking, Barbies having a party, Barbies living the life. And, of course, Barbies getting a manicure and a haircut. Every shelf presents a different Barbie scene, with lights, accessories, and scenography props abounding. The display changes every once in a while , and, seasonably coherent, many of the Barbies in today’s window wear scarves.
The commitment and passion displayed by this bizarre shop window sharply contrast with how unpretentiously (to say the least) the shop presents itself. Even the characters promoting manicure treatments, glued to the glass, appear uneven and worn off. It’s a type of tiny, basic salon that could easily be found in some remote small town sixty years ago. Concepts like “Glamour” and “brand awareness” couldn’t be further from its aesthetic. And this is what makes its Barbie côté so peculiar, unique, and endearing.
Needless to say, “Il bello delle Donne” was there long before the 2023 Barbie craze exploded and is far from being a merchandising shop. It seems completely indifferent to the trend, showing no reference to Gerwig’s movie, no images of Margot Robbie, and no abundance of the deep pink that was last summer’s must-wear.
The Barbie hair salon and the movie Barbie actually seem to exist and live in two different galaxies, just as the salon is completely separated from the young, hip crowd that populates the street that hosts it.And I am constantly fascinated by both its creative, ever-changing, and passionately assembled windows and by how indifferent the many people passing in front of them every day seem to be.
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Flaneur in Bologna 