UPDATE:  Yes, Ginger is finally open and is great. I love the white on white vibe and the high ceilings. And double yes, Balenciaga will take the Via Borgognona and via Bocca di Leone corner.

When asked what my favorite shopping street is in Rome, Via Borgognona is usually the first name out of my mouth.  Yeah, yeah, yeah, I know, the best and beloved shopping streets in Rome are: Via dei Condotti and Via del Babuino (wallet and crowd permitting), Via del Corso (again crowds and kitsch) and Via del Governo Vecchio (uniquey-boutiquey).  But for me, it’s always been quiet Borgognona and rumor has it, Borgognona (pronouned Bor-goh-nyo-nah) is about to become the next shopping street in Rome.

Running between the very busy area of Piazza di Spagna/Via del Corso, and Via Frattina/Via dei Condotti, Borgognona is a haven of quiet and class, known for historic Nino (an excellent Tuscan steak house), Renè Caovilla (fairy-tale worthy shoes),old school Eddy Monetti and Brighenti, a personal favorite lingerie shop, and even its very own Gucci boutique, whose specialty is bags and discretion.  Over the past few years, more and more boutiques have snuck onto the street like Ermenegildo Zegna, Moschino and Emilio Pucci, but it is the blockbuster new entries such as Stella McCartney, Blumarine and even around-the-corner Zadig & Voltaire that are game changing.

Gossip: The quiet street is turning into the busy fashionista’s mecca, and I expect it to be crawling (though hopefully not like Condotti on any given afternoon) with serious shoppers.  Rumor has it that Balenciaga and Caovilla rival Christian Louboutin are heading to Borgognona.  It’s not like the street is lacking for space.  The empty shell of Fendi Home, used this past December for pop up shops would be a perfect spot.  And the latest gossip says that newly closed Zegna is soon to become Abercrombie, a slight step down for the ‘hood.

Confirmed and Coming Soon: right now, it looks like its all about fun. Nika Nika a mini-concept store with very cute knicknacks and clothing, launched in October 2011 at via Borgognona 4/a, while Sportmax, the sporty, more affordable line of the MaxMara Fashion Group, 7/a, inauguration is TBA. And it looks like Ginger*, a very cute and white-washed “ladies who lunch” bistrot between via del Corso and Via Belsiana, is ready to open its doors any minute.

Eye on the Prize:  Malo, via Borgognona 4/c, the delicious cashmere connection; Brunello Cuccinelli– Umbrian country luxury, and Dev Junior at # 45/46, the very fabulous children’s shop so that your little precious can have his/her own precious Fay jacket and Hogan shoes.

This slideshow requires JavaScript.