Sidewalk Sale Tomorrow, Saturday September 10th!

Pick up the lingerie or loungewear you've been craving at a fraction of the retail price at our Sidewalk Sale tomorrow, Saturday September 10th!

Enjoy 20% off basics, which include Prima Donna staples like Deauville and Madison, as well as nursing bras and pieces by Huit and Natori.

Indulge in 30% off sleepwear by PJ Harlow and select pieces by Pluto.

Fashion collections are a sumptuous 40% off, which include pieces by Nina Ricci, The Little Bra Company, Prima Donna, Andres Sarda and many many more! In addition, all panties in the shop are 40% off!

Swing by and pick up something special this Saturday only!

(*Sale excludes fragrance items, Forever New, sports bras, jewelry, accessories and select basic collections.)

A Summer Crop of Prima Donna

We don't have to tell you that we absolutely adore Prima Donna. If you follow our blog, our affection is obvious. Our bra crush has only been intensified, though, with a bumper crop of new arrivals, perfect for summer!

Prima Donna Twist's Coup De Foudre collection.
Molded (top) in Ginger, $127 | Soft Cup (bottom) in Opal, $129.

If your taste is for tee shirt bras, look no further. Prima Donna Twist's Coup de Foudre collection is an elegant update to your average everyday underpinning. We have both the molded and soft cups in stock, and both feature a refined geometric print.

Prima Donna's Amazone Full Cup (bottom) in Pandora Blue, $179.
Prima Donna's Deauville Full Cup (top) in Crocus, $155.

Prima Donna's Deauville bra has been a staple around these parts for a long time, and it's not hard to figure out why. It's our most supportive bra, hands down. For those of you who live in your Deauville bras, we have the perfect summer treat: it's now available in a lovely on-trend light purple hue. If exceptional embroidery is on your lingerie checklist, you'll have to check out Amazone, a stunning collection that features a whimsical embroidery pattern. It speaks to all the best parts of summer - playful color, botanical motifs and undeniable femininity.

Prima Donna's Tamise (bottom) in Natural, $127.
Prima Donna's Stockholm (center) in Geisha, $142
Prima Donna's Kolyma (top) in White, $147.

So bright colors aren't your thing. Not to worry! We also have three lovely new collections available from Prima Donna in the wispiest of hues, perfect for the warmer days! Welcome newcomers Tamise, Stokholm and Kolyma. All feature beautiful embroidery, unparalleled support and sexy summer style.

For all you Prima Donna devotees, now's the perfect time to update your bra collection and get re-fitted, so come check out the new stock before it's all gone!

Learning Lingerie: Taking the Plunge

Now that we know all about Balconnets, Demi Cups and Full Cup bras, it's time to talk the ultimate in low cut: the plunge bra!

Andres Sarda's Klein Non-Wire Plunge

The plunge bra does just what its name suggests by eliminating much of the center gore, making it perfect for use under low-cut clothing. What's really great about the plunge bra, though, is that it takes countless forms and works on a variety of body types.

For example, The Little Bra Company makes padded demi plunges which feature an open neckline and substantial boosting properties for girls on the smaller end of the spectrum. Other companies like Andres Sarda, even make styles like the Klein (shown above) in a non-wire plunge cut, perfect for girls in a B or C cup who don't want or need the lift of a padded/wired bra, but crave comfort coupled with a deep cut.

Prima Donna's Amazone Plunge

As a balconnet is not always a demi cup, the term "plunge" doesn't necessarily imply less overall coverage. For the girls who need a little more support, Prima Donna's plunge bra is actually technically a full cup. The Amazone (shown above, soon to arrive in store in Pandora Blue) is the perfect plunge for E to G cups -- it doesn't sacrifice support or coverage for the sake of the deep V style. In fact, they have all the lift and shaping of the balconnet and traditional full cup styles. That's why Prima Donna plunges have always been a customer favorite!

More extreme versions of the plunge cut feature a longline silhouette where the band (and thus, the plunging gore portion) extends vertically well past the usual measurements.

It's also important to note that while we may not carry each collection's version of a plunge in store, we can always order it for you! Almost every designer and collection has some iteration of a plunge bra, and we'd be happy to help you find the perfect one for you!

Learning Lingerie: The Fabulous Full Cup

Now that the demi has had it's day, let's talk full cup bras. It stands to reason that if a demi is exactly that, a half cup, that a full should be, well, fuller! That was easy!

Full cup bras (whose cups encompass almost the entire, if not the entire, breast) are often associated with larger sizes, even though they're made in an impressive range, usually from B cup onwards. The correllation between fuller cups and larger sizes isn't without merit, though, because a fuller cut generally allows for more support.

Prima Donna Deauville in Cherry Punch

We'll give a deeper lesson on the mechanics of exactly how bras work at a later date, but for now let's do a mini one. A bra gains most of its support from the band. Because the cups of a fuller bra are larger, the band has to be wider in turn in order to accommodate them. Hence a wider band and more expansive cups mean deepened support, both for the breasts themselves and the wearer's back. These selling points are exactly why Prima Donna bras are cut so wide in the band - it's not an aesthetic choice, but one that makes the difference between comfort and the absence of it.

As mentioned before, full cup bras are not just for well-endowed ladies. Brands like Lejaby, Simone Perele and Huit all make versions of a full cup for modestly-busted girls. A common misconception is that just because a woman is a smaller cup size, she doesn't need a supportive bra. Nothing could be farther from the truth! Age, weight loss and simple genetics play a role in the 'perkiness' of a woman's bustline and sometimes, no matter what her size, she'll need a little help from a fuller cup.

If you haven't yet tried a full cup bra, give one a whirl next time you're at A La Folie. More coverage almost always means more comfort, and springing for a full cup doesn't mean eschewing style or sexiness. There are boatloads of gorgeous styles in our midst!

Give or Receive? Why Choose When You Can Do Both?

It's that time of year again: stockings are stuffed, gifts given and decadence and thoughtfulness coveted. If you haven't already started, there's no time like the present to draw up your holiday wish list. And while you're at it, why not tick off some items from your loved ones' lists too?

It doesn't matter if she's your lover, sister, mother, aunt or daughter -- every woman wants to feel special this holiday season. Lucky for you, we're here to help out and we have it all!


WHAT TO GIVE?

Sleepwear

Whether your budget is $70 or $700, we have loungewear for every personality: from basic staples from PJ Harlow, Eberjey and PJ Salvage, to the finer things in life like sumptuous silk charmeuse Christine Vancouver gowns and robes. We're also proud to announce the arrival of Pluto, whose matelasse robes are dreamy-soft. More styles are expected soon, as well as fresh and cozy additions from Le Chat. When it comes to pajamas, we do truly have something for everyone on your list!


Hanky Panky

Whether her style is fun and funky or classic and comfy, Hanky Panky's bits and pieces make the ideal stocking stuffers. Hanky Panky's signature thong is a worldwide best seller, and we've got plenty in stock in a lovely range of fall hues. We also have their low rise thongs, lace bralettes, boyshorts and teddies. Hanky Panky's pieces are the perfect little something to cap off her dream gift.


Prima Donna

Give the gift of exceptional support this holiday season! By now, we don't need to tell you how amazing Prima Donna's bras are. We're more stocked than ever, and if she's on the bustier side, a gift from the Prima Donna or Prima Donna Twist lines is a winning choice.



Jewelry from Jamie Joseph & Danielle Welmond

Candy-shaded stones and flawless cuts make Jamie Joseph one of our favorite jewelry lines. A cocktail ring in rutilated quartz, chalcedony, drusy agate or Indian ruby is a gift that begs to be showed off. If her taste leans towards the more feminine side, Danielle Welmond's lace-inspired pieces make a divine gift.



WHAT TO RECEIVE?

Andres Sarda

Andres Sarda is one of our newer brands, and we're so happy that they're here to stay. From space-age cuts to graphic lace, dotted tulle swagged straps and bold shades, Andres Sarda's lingerie is anything but ordinary, and the perfect brand to add to your personal holiday list! It's guaranteed to wow your special someone!



Aubade

We've carried Aubade's gorgeous pieces before, and we're overjoyed to have them back on our walls just in time for the holidays! There's a reason that Aubade is one of the most coveted lingerie brands in the planet -- it exemplifies traditional French styling, with a sturdy construction and sexy shape that's truly otherworldly. With perfect accordion pleats and Chantilly lace, the lovely honey-hued Asako collection is the perfect gift to give yourself this holiday season!



Lejaby

Lejaby's silhouettes and fabrics are among the most feminine and decadent imaginable, and we're certain you'll love the brand-new Crystal and Milday collections as much as we do! Both feature simple underwired lace balconnet panels overlayed with a Renaissance-inspired exterior which lifts and shapes in a way that no contemporary bra can. Or perhaps you'd like something a little more traditional? There's no doubt the Lara collection will be right up your alley. Sexy black tulle embroidered with beautiful red and taupe flowers makes a showstopper of a set.


Our experienced staff is here to help right up until Christmas Eve night, so be sure to swing by! Let us help to select something for the favorite woman in your life, no matter who she is!

In the past, we've always tried to close at 3pm on Christmas Eve, but the boys have kept us open well past that. This year we've finally surrendered and will stay open til 5pm for the late shoppers!

Holiday Hours
Thursdays, Fridays, Saturdays - close at 7pm
Week of Christmas (Each Day) - 10am - 7pm
Saturday (Christmas Eve) - 10am - 5pm

And while you're on Fourth Street, why not relish some of the exciting holiday happenings taking place? Take professional photos with Santa in his sleigh from 2 - 5pm on December 11th and 12th, and enjoy the SF City Choir's concert from 1 - 4pm on December 18th and 19th! Watch Fourth Street transform into a beautifully lit winter wonderland as the sun sets, and warm up with a free cup of hot cocoa or cider at Patisserie Blue from 4:30 - 7pm.

Happy shopping, and happy holidays, chers amis!

4th Street Photo by Diana Almanza