An A La Folie Fitting Event!

A nursing bra is the most important one you'll ever wear, and that's why it's vital to be fitted correctly.

Join us on Saturday September 4th, from 12pm - 6pm for a fitting event like no other, where the focus is on a very special group of women: expectant moms! We know not all our customers are in the market for nursing bras, but spread the word to your friends and family. They'll thank you!

Our trusted rep from quintessential comfort brand Anita will be on hand to answer any questions you may have and help you prepare for the most rewarding experience life has to offer.

As always, savor treats and great conversation as we fit you to your new favorite bra!

See you then!

A Parade of Swimwear, No Matter What Your Shape!

Mes belles, Mother nature is still taunting us! Just when we think the rain is about over and the sun has begun to peek out from behind the clouds, the dreariness returns to barrage us for a few days. For now, our feet must remain in galoshes while the sweet summer sandals collect dust in the closet. And we don't like it one bit!

But we've come up with a solution. Let's all head to St. Tropez!

"I don't have a swimsuit! It's not swim season!" you say. Au contraire, mes belles! We just got our third (yes, third!) shipment of swimwear this season, this time from our newest beach-beautiful brand, Rasurel!

Rasurel has so many things going for it. Not only is it the brain child of the lingerie masters behind customer favorite Lejaby, but it's also a line focused on lift, support and sexiness in cup sizes many swimsuit brands won't touch. Rasurel boasts all the elements of truly high-end beach wear, from comfortable and durable fabrics, to sweet details, like empire-waist ties on the Daphne Tank and covered rhinestone-embellished straps on the Impec Maillot. Curvaceous girls, your search ends here. With cup sizes up to a G, Rasurel is sure to be your new favorite brand!

Rasurel's Daphne Tank Maillot, $239

Rasurel's Impec Tank Maillot (shown in green, stocked in black), $199

Anita has also delivered in the fuller-cup swim department. Their Circle-Cut Cloe suit may boast a simple shape, but its pattern is what really attracts attention, while the Organic Dana suit emphasizes a shapely waist with an ultra-flattering ruched cut. The Ethno Flower Jamina suit emphasizes a shapely bust and directs attention away from the hips with a fun and flirtatious print. All our Anita suits come in a wide range of cup sizes: C to E, and in some cases up to F, so like Rasurel, the brand is a great go-to for those with a little more up top.

Anita's Circle-Cut Cloe swimsuit, $90

Anita's Organic Dana Swimsuit, $113

Anita's Ethno Flower Jamina Swimsuit, $149

If support is not your issue, we're sure you'll love Huit's Kate tank swimsuit. The Kate is a simple, classic silhouette. A one-piece with distinctive styling: a prominent two hoop embellishment on the asymmetrical shoulder. We currently have it in black, and are expecting many more pieces from Huit in the coming months!

Huit's Kate Asymmetrical One-Piece, $149

Even if you don't make it to St. Tropez this year, there are always opportunities for fun swimsuits to make their appearance! Snag yours (and your suit) today!

This Sunday: Celebrate the 15th Annual Jazz on 4th Festival with Massive Savings!

There's no better time to dance, tap your toes and shop than this Sunday!

For one day only, enjoy massive savings store-wide as we celebrate the annual Jazz on Fourth Festival and Fundraiser! Take in the music with free shows by BHS Jazz Combo & Ensemble, Jazz Mafia, Zakiya Hooker and Fito Reinoso while you check out what 4th Street has to offer!

Enjoy 20% off store-wide at A La Folie*, including brand-new collections from Simone Perele, Anita and The Little Bra Company!

Select collections are up to 60% off, including pieces by Millesia, Valery, Le Chat and Rosapois!

See you there!

(*sale excludes Forever New, fragrance items and Zinke Goodnight Lovely eyemasks)

Girls love bells and whistles!

After working at A La Folie for the past three years and encountering some of Europe's most beautiful lingerie innovations, I thought nothing could surprise me anymore. Sure, we get gorgeous new collections almost every week, but as far as innovation, there's only so much you can do with lingerie that hasn't already been achieved or surpassed. From the paste-on bra to the bustier to the strapless to the convertible halter, lingerie seems to be at its absolute technical peak right now. But sometimes I'm still pleasantly surprised, as I was when I glimpsed Anita's newest offering... and it's for a very special part of the population!

Anita's new underthings will satisfy one of the top ten requests we regularly get, for something that's pretty staid in terms of lingerie: the maternity bra. Even though the Bay Area is teeming with childless 20- and 30-somethings, the contingent of those who have and want kids is remarkable, especially on 4th Street.

In general, what you see is what you get with a maternity bra. It's hard to find ones that are remotely attractive, as they exist to serve a very basic, yet important purpose. Although I've never had kids myself, I imagine pregnant women approach buying nursing bras the same way they would approach buying tampons: with a begrudging sense of necessity, not with a sense of fun and femininity.

But Anita is changing all that! Their underwire nursing bras are downright supportive, pretty, and have some of the most useful and innovative little features! Believe us, shopping for a maternity bra can be fun, as fun as finding that Victorian-styled jacket with the secret pockets, or the jeans with recycled silver hardware. Don't you love how it feels to covet something truly fun? Let's face it: girls love bells and whistles, and Anita's maternity bras do not disappoint.

Anita's Lace Maternity Bra (Style #5041) in white

Anita's lace maternity bra is truly beautiful. (Yes, we did say lace!) The cups are soft and stretch enough to accommodate your changing shape, but are still strong enough to offer the day-t0-day support you'll need as a nursing mother. The bra features Anita's patented KwikKlip system, making for effortless nursing at any time. My favorite feature is the Anita Memo, a pretty pink slider between the cups that allows you to mark the breast last fed from. You have enough on your mind -- let your bra do the thinking for you!

Anita's Basic Smooth Cup Maternity Bra (Style #5068) in nude

For those of us who are all about utility and don't want or need the extras, we're also offering Anita's smooth cup maternity bra in nude. The design is simple and functional, again using Anita's KwikKlip system to make nursing easier and faster than ever.

Anita's nursing bras all feature thick and supportive straps with fully encased underwires for added comfort. And the price? To die for. Only $59 to $79 for your second newest love... first being your little one, of course! So if you're expecting, we wish you congratulations, and hope you'll give yourself the gift of support by visiting A La Folie soon!

Anita Hit the Gym!

Do you have that pit-in-your-stomach feeling that your jeans just aren't fitting quite the same anymore? You see a muffin top that wasn't there mere months ago, try to deny its existence, then mope every time you catch your reflection in the mirror. You think: Maybe I shouldn't have indulged in that scrumptious creme brulee, or that honey toast, or that second martini... or that Chinese dinner for two... (Hey, I was hungry!)

You pull on your favorite Sevens only to find out they don't pass your derriere anymore, and you wonder: What happened to me? Didn't I used to love the gym?

Ahh, the gym. You heart it, you hate it. Never has anything so healthy been such a struggle. Let's be honest: we all need incentive to hit the elliptical and the free weights (besides the obvious). For me, the hardest part is simply getting my workout clothes on. It's easy peasy from there... which is why we're so ecstatic about our highly-anticipated addition to the A La Folie collection.

The Anita Sports Bra in black with grey trim

Meet Anita's Sports Bra, an un-wired wonder for those of us with a little more up top. Whether you're guilty of wearing your favorite frilly underthings to the gym, or have simply been wearing lung-smashing armor for the past few years, the Anita Sports Bra will be a breath of fresh air!

I know what you're thinking: No wire? No way.

Yes way. And for big cup sizes too. We're not just talking D's and E's. We're talking 32C - 40G, with as much support and coverage as you'd expect from a wired bra. It's true -- German engineering isn't just for cars anymore. No binding, no chafing, no bouncing (really!). The thing I like most about the Anita is that it looks and feels like a regular bra -- no uniboob to speak of. The design is sleek, sporty and feminine, and we're excited to offer it in white and black with grey trim. Even better, the Anita Sports Bra is one sweet deal: $75 for all the support you'll ever need.

The Anita Sports Bra comes in white and black with grey trim.

Come get yours today, and get back on track at the gym in style!