La Moderna opened its doors in 1881 at 51, Calle Jorge Juan, under Joaquín María de Brito y Mezquita. In 1909, the business moved to its current location in Calle Alcalá, in the Salamanca neighbourhood, close to El Retiro Park. Today it remains in the family and is run by his grandson, Alfonso de Brito.
In its early days, it welcomed leading figures of the time, such as Alejandro Larroux, the philosopher José Ortega y Gasset or the poet Federico García Lorca, among others.
The shop conserves its original appearance, apart from some remodelling following the Spanish Civil War. Passers-by regularly stop to look in the window at the scene conserved here: tiled walls, high ceilings, modernist mirrors, old armchairs and photos from the turn of the 20th century.
Collectables decorate the window displays, including perfume bottles, lavender water, shaving bowls and old-fashioned hairdryers. La Moderna still offers razor cuts, as well as moustache and beard styling, and even does home visits.
La Moderna has another two establishments: at 61, Calle José Ortega y Gasset (since 1999) and in the El Palmeral Shopping Centre in Las Rozas (since 2004), which is the only one that serves women.
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