Visitors to Beach no 134 on the 50-mile stretch of coastline linking Rimini to Riccione on the Adriatic coast are welcomed with a large sign of a macho man covered with a pink cross saying "No Men".
The sandy beach, which is also closed to children, has been dubbed the "Pink Beach". It's complete with exercise classes, water aerobics and makeup and manicure tips.
Ironically, while the fitness instructors and the beach DJs are all women, the beach's owner hired a male lifeguard.
The 50-mile stretch of coastline linking Rimini to Riccione also restricts traditional beach food such as deep-fried squid and chips.
Women can enjoy the sun, sea and sand without the lustful leers of men.
An Italian newspaper, La Stampa, has already referred to the week-old beach as a "beach harem". Is the Pink Beach a harmless shore-side alternative, or a hideous anachronism? You decide.