The shops were established here in the 1960's and 1970's. In the 1980's, the reputation of the street actually declined. At the time of the economic boom of the 1990's, fashion shops and prestigious European and American brands opened again, and by the beginning of the 21st century it was one of the most luxurious streets in Rome.
At its northern edge the street passes by the gardens of Villa Borghese and the Aurelian Walls. At its south edge, it passes near Piazza Barberini.