What's New from Marie Jo

We like to think of Marie Jo as the very fashion-forward sister of Prima Donna. Rocking sleek cuts, bright lace, sweet trims and personality to boot, Marie Jo continually surprises us with pieces that are not only beautiful, but are crafted to last. And right now we have quite the bumper crop of Marie Jo lingerie! Come sneak a peek at what's in store...

Marie Jo's Avero Demi and Bikini

The Avero collection has been one of our staples for years! The collection's classic demi works lifts beautifully and imparts exceptional cleavage. It's also convertible! Whether your need is for a regular bra, a halter or a racerback, Avero delivers with one very simple adjustment. There's a reason our customers come back for the Avero again and again, and this season, the Cosmic Blue color is an exciting wardrobe update. The Avero Demi and Bikini are $115 and $42 respectively. We also have the matching Thong ($52) and Boxer ($54).

Marie Jo's Lucas Push Up and Thong

The Lucas collection in Natural is a another sweet spin on the classic t-shirt bra. It's high-end details amp up a simple and reliable cut. The Push Up and Thong (both pictured) are $111 and $42 respectively. We also have the coordinating Bikini ($46) and Boxer ($48) in stock as well!

Marie Jo's Emmanuelle Molded Balconnet and Tanga.

Marie Jo isn't all basics though! We're crushing on the gorgeous Emmanuelle collection in Golden Brown, which features an intricate embroidered net. While the Emmanuelle is all luxury, the lovely bra is just smooth enough to wear under knit tops. The Molded Balconnet and Tanga, both pictured above, are $180 and $110 respectively.

Marie Jo's Elodie Balconnet and Thong

Marie Jo's Elodie collection in Blue Symphony is the perfect collection for summer! Featuring a beautifully printed microfiber and a sweet white lace trim, Elodie reminds us so much of a country garden! The Balconnet and Thong (pictured) are $108 and $62 respectively. We also have the coordinating Boxer ($73) in stock.

There's a lot to love about Marie Jo this summer and we know we have the perfect piece for you, so swing by for a fitting!

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!

Learning Lingerie: A Discourse on the Demi

Going to a lingerie store and asking for a demi cup bra is much like walking into a grocery store and asking where the food is. That's not to say that a customer who requests a demi cup doesn't know what they're asking for -- it's just that a demi cup is a blanket term that does nothing more than describe the scope of coverage the bra offers.

Nina Ricci's Lettre d'Amour demi (which is also a balconnet)

The word "demi" is French for "half". So a demi cup bra is literally a half cup bra, and the term doesn't necessarily describe cut. Many refer to a balconnet bra as a demi cup and in fact many balconnet bras are demi cups, but there exist fuller-cut versions as well as smaller-cut versions.

A demi is best suited to petite to average figures (about A - D cup), and sometimes have padding or molding, depending on the chosen style. Our bustier customers are always looking for the white whale: the ultimate demi cup suited just for them. In general companies who cater towards larger busted women will not make demis for the simple reason that they do not do enough work to support a prominent bust. Chestier girls who wear demis often find that they wear out faster because they have more work to do.

Learning Lingerie: The Bra in Brief

The first bra I ever had was, well... not very fun.

If you keep up with our blog and know anything about Poupee Russe, you know I've got an uncontrollable obsession with all things pretty, lacy, colorful and embellished. That obsession didn't start at adulthood, so naturally when my mother took me to buy my first bra, it was an experience ripe with disappointment and shattered hopes. Plain cotton? UGH. My very unreasonable (or so I thought at that moment) mother wasn't having her daughter swathed in satin and lace at such a young age. And at that young age, how could I comprehend the reasons?

We each have our own tales to tell about buying our first brassiere. The experience is a rite of passage for the modern female, signaling her entry into womanhood.

Early Minoan women wearing bra-like garments (via)

Surprisingly, the bra (in some form or another) has been a part of a woman's wardrobe for quite some time. Early Minoans are believed to have used a bra-like device to compress and support the breasts of female athletes. Art among the ruins of Pompeii shows women wearing bandeau style tops. Another bra-like device arose during the Ming Dynasty, and was worn by wealthier women. Later, in the 16th to 19th centuries, corsets dominated the shaping of the bustline in western cultures. The bra we know and love first became commonplace in the early 20th century and began to be mass produced in the 1930's as steel shortages encouraged the demise of the corset. Short chemises (what closest resembles a modern day bralette) were also worn in the 1920's as part of a woman's undergarment or sleepwear. Our modern concept of the cup construction became commonplace in the 1910's. (via)

A few fun tidbits:

• According to a survey of bra size conducted by Triumph, the UK has the highest percentage of D cup sizes (57%) out of 10 other European countries.
• In 2000, the average bra size of American women was 36C. It is now 36E. (via)
• The idea of the cup size was invented in 1935. (via)
• The most popular bra color is white.
• Some bras consist of 40 or more parts (in the case of Prima Donna - 50!) to assemble.

Got questions for us about lingerie? Ask away!

Big or Small, We've Got It All

Just as certain cuts of a similar dress will look vastly different on two separate body types, certain styles of underpinnings will cater differently to two varying shapes. We've fitted just about every body shape there is, so we know firsthand that a bra designed for an A cup will not do wonders for someone who has an E cup. The same logic applies in reverse as well.

There is no such thing as an unusual size in our neck of the woods, so just because you're a chesty or need an additional boost, it doesn't mean you're relegated to tee shirt bras or have to settle for something that pinches, puckers or bunches. Come take a look at what's in store - some of our favorite brands have ushered in some lovely spring collections. We're sure you won't be disappointed!

Prima Donna Twist White Night Balconnet (Mistral Blue), $117

Twist is Prima Donna's diffusion line. It has all the support and construction of a traditional Prima Donna bra at a lower cost. Twist's colors and cuts are youthful, flirtatious and fun, as evidenced by their newest addition to our store, the White Night collection. The beautiful balconnet cut is perky and uplifting and the microfiber cups are smooth and soft. The beautiful embroidery adds a touch of decadence to a bra that is sure to be your uber-supportive everyday go-to.

Prima Donna Twist White Night Thong (Mistral Blue), $44

The White Night collection also features a coordinating thong and boxer. Both feature the bra's lovely embroidery and make a gorgeous eye-catching set.

Little Bra Company Mercedes Padded Bra & Thong (Blush), $87 & $29

For those among you who want a little extra boost, there's The Little Bra Company. Their motto "Good things DO come in small packages!" is spot on. Every bra they make has been a massive hit with our more petite clientele, and it's no wonder. A LBC bra is specifically designed for girls who need a little oomph and no other aspect (not construction, style or durability) is sacrificed. Their newest collection, the Mercedes, is a perfect springtime addition to our store.

Little Bra Company Mercedes Thong (Blush), $29

The Mercedes bra features padded seamed cups and a stretch lace that's silky soft. The coordinating thong has a sweet corset detail on the back - a reminder that the little things really do matter!

Long story short, chers amis, big or small, we've got it all! Come visit us and bring some brights to your underwear wardrobe!

A Pop of Papaya!

Did you hear that San Francisco actually got snow last week? Yes, amis, it's true! The city saw its first flurries since the 70's! With that news, we couldn't help but sink lower into our coziest pajamas. The weather has everyone feeling a little blue, but that doesn't mean tropical vacations can't be had right here on the home front.

Selmark Noelia Molded Cup & Thong (Papaya), $97 & $42

Here's what I'm proposing: crank up the thermostat, break out the blender and pina colada mix, and pop your favorite 60's beach movie in your DVD player. Why not pick up Selmark's new Noelia collection while you're at it? It's the perfect distraction from the grey days, and the ideal vacation we've all been yearning for!

Selmark Noelia Brief (Papaya), $57

The Noelia collection is basic by design, fancy by embellishment! It features Selmark's coveted molded cup bra, whose embroidery is low relief so you can wear it easily under thinner tops. The collection also boasts a sweetly embroidered brief and thong. The rich papaya color looks great on everyone, so don't be shy about letting a bra strap peek out from underneath a black tank.

Come check out this anticipated new arrival before it's all gone! And if you do decide to wear it around your toasty house, tropical drink in hand, you might want to throw on some cozy wool socks for good measure. Don't worry. We won't tell anyone!

Nina Ricci is Blooming at A La Folie!

Sure, spring doesn't officially start until March 20th, but at A La Folie, it has definitely sprung. We're surrounded by peachy pinks, soft blues and ivories - colors that both banish the winter chill and usher in the blossoming of a new season.

Nina Ricci Lettre d'Amour Padded Balconnet (Rose), $214

How fitting, then, that a new season should bring a designer who's been at long last introduced back into the A La Folie fold, Nina Ricci! The brand has long been synonymous with elegant femininity, measured flirtation and a timelessness that's hard to duplicate. The Lettre d'Amour collection is the brand's love letter to lingerie, and it's easy to see why!

Nina Ricci Lettre d'Amour Demi & Thong (Blue), $212 & $130

Carefully crafted in a delicate crepe-like fabric and printed with the sweetest of floral patterns, Lettre d'Amour is a collection that simply screams spring! A sweet net scallop trim adds a knowing sassiness, and the silhouette is simple and clean. The collection features a padded balconnet and soft cup demi, as well as a thong, boxer and uber-sweet camisole that not only works for the bedroom, but paired with jeans for a night on the town as well.

Nina Ricci Lettre d'Amour Cami, $306

Come profess your love to lingerie (and to spring) by giving the Lettre d'Amour collection a whirl. We know you'll be glad you did!

The Italian Lesson

There are few things as tedious as going to class... that is, unless you attend at A La Folie!

Take your seats, class! We're going to work on our Italian vocabulary and today the focus is seduction. Remember to roll those those r's... Cominciamo!

Love = amore
Beautiful = bellissima
Kisses = baci
Romance = romanzesco
Lover = amante
Dusk = crepuscolo
Silk = seta
The pinnacle of Italian lingerie = Ritratti

Si, friends, we are delighted to offer Ritratti once again! Ever since we sold out of our last collection, we've had customers begging us to bring it back. Ask and ye shall receive!

Ruby Ritratti Demi $288, Ruby Ritratti Thong $95

This new shipment includes a lovely sheer demi cup bra, fashioned out of ruby red netting, with rich warm brown three-dimensional embroidery. The demi also features satin straps and underwire sheaths, as well as a beautiful red bow to finish off the package -- sealed with a kiss, if you will!


Add to the lovely bra its coordinating thong, and you're in for a real treat. The thong features the same embroidery as the bra, and maintains the uber-soft satin details.

Ritratti is truly the cream of the crop when it comes to Italian lingerie. No details are overlooked -- it's the kind of set that will have you singing its praises per sempre!

Lejaby Is Looking Hot at 80 Years Old!

There's no denying that 80 is the new awesome -- Just ask Betty White! The saucy octogenarian has redefined what it means to age gracefully, proving that sass and style don't fade away as you get on in years. But TV stars aren't the only ones looking great at 80 -- Lejaby is looking lovelier than ever. The luxurious French lingerie company is celebrating eight decades of decadence with an impossibly pretty collection, aptly named Heritage.

My jaw hit the floor when I first saw Heritage in Lejaby's lookbook. The pieces are retro in the best sense -- channeling 1930's lingerie styling in a truly current way. They prove that being retro chic doesn't have to mean Victory Rolls, seamed stockings and petticoats -- unless, of course, that's your thing...

But I digress. Let's get down to business!


The Heritage Full Cup Bra ($145) features a dreamy peach satin and ivory stretch tulle band, ivory lace cups, with gold and rhinestone strap sliders. The best part, however, is the Swarovski birthday detail, the year '1930' applied to the band just under the left cup. The fit of the Heritage bra is similar to 1930's cuts, but still completely wearable in a modern world, giving a flirty and perky (but not too pointy) shape.


The bottoms offered in this collection include a dreamy Full-Cut Brief ($95) with a stretch tulle back and princess seamed (yes, princess seamed!) rear. The peach satin and ivory lace paneling in the front is reminiscent of the girdles of yesteryear, and while they give a little shaping, it's certainly not overpowering. For those of you who like the idea of a sexy cincher, but not the idea of a full-cut panty, you're in luck. The Heritage collection also offers a traditional Bikini ($65).


My favorite piece of the collection, however, is the Heritage Suspender Dress ($195), which looks so much like a girdle you'll have to do a double take! Forget the squeezing and squishing, though -- This is a boneless and painless beauty, fashioned in stretch tulle and bias-cut satin, with the same lovely paneled effect and derriere princess seams of the full cut brief. Add to those elements a wireless cup, a low back, two side-of-the-thigh garter clips and an open bottom, and you have one heck of a sexy piece to doll yourself up in.

Lejaby's birthday bash is one I can certainly get behind. Now, where's the cake?

A Smooth Operator For Petites!

So often, customers stop by A La Folie, meekly meander to the counter and quietly say "Your window says you sell hard-to-find sizes. Can you help me?" I'm always amazed that so many women perceive themselves to be a difficult size. It's true that bigger and smaller bras are harder to come by, but that doesn't mean they don't exist!

We don't bat an eye at a 38 or 40 band size, a 32A or a 44G. We've fit just about everyone and are continually adding new styles to suit every size, shape and preference. If we don't have what you're looking for, rest assured, we can find it!

Which leads me to our most exciting new arrival, and no, it's not for the chestier among you! A very common request we get is for a 30 band size and AA or A cup. Many of the brands we carry won't even make a 30 band size or AA cup, meaning that our petites were too often left out in the cold, especially when it came to basics. But no more!

The Little Bra Company's Angela smooth cup bra

We just love The Little Bra Company. Their bras give a noted lift and shaping to a modest bust line -- we've had to order their Lucia lace plunge three times to accommodate the demand! And now we're excited to announce the arrival of the Angela tee shirt bra, a push up that wears well with just about anything. The smooth molded cups create a clean silhouette, perfect for slim-fitting tees and dresses. Even better, the straps are fully convertible -- racerback and halter tops are easier than ever to pull off! And the price is just right -- $62 buys you effortless lift, sumptuous cleavage and undeniable versatility!

Criss-crossed straps are no problem!

Mes belles, it's true: good things really DO come in small packages!

Say "Bonjour!" to Spring!

All of us at A La Folie have just about had it with the rain.

We don't want to jinx anything, but it looks like it may finally be gone! Yes, the flowers are blooming and it's now safe to wander 4th Street without an umbrella stashed in your purse. The galoshes can once again be stowed in the back of the closet (behind the sky-high straw platforms and itsy-bitsy summer sandals) and anti-frizz remedies can be tossed away with any memories of once-frequent downpours. Break out those cute dresses, floral skirts and airy lace tops! It's dry, bright, clear and sunny again in our city by the sea, and we couldn't be more relieved.

As we prepare for our Prima Donna & Marie Jo fitting event on Saturday, we've also been preparing our closets for spring, and we have some suggestions on how to bring a little brightness to your wardrobe!


We've been singing the praises of fleur't for ages, but the company's newest colors are sweeter than ever! Check out the classic fleur't Top Drawer boyshort in crystal, pink, mango, grapefruit, sapphire and iris! (And heck, it never hurts to have colorful bottoms if you're especially prone to Marilyn-Monroe subway grate moments!)


Just because cuts get simpler in the spring, it doesn't mean your bra has to be blah. These lovely Diamant plunges by Millesia represent the finest in lingerie construction and come in a breathtaking array of colors. Even the straps are embellished to perfection, so there's no need to fret about letting them peek out from under a cute 1950's summer dress!


Though we believe fully in the power of an expertly-crafted bra, lingerie isn't the only thing that can put a little spring in your step! These new Viv & Ingrid offerings are sweet, sassy and timeless. Gold hoops never go out of style, and these variations on the tried-and-true are sure to add a little extra something to your spring ensemble.

And while you're updating your wardrobe, swing on by to our event on Saturday! It's sure to put a little spring in your step!

What's New?

There's nothing like catching up with old friends, and mes belles, we have so much to fill you in on! At A La Folie, there's something new in store for you, no matter what your style and size! The arrival of spring brings us lots of blue and lots of beauty. Here are a few of our favorite pieces!

Lejaby La Garconne in Royal Blue

Lejaby La Garconne (Royal Blue) - The menswear-inspired holiday favorite has returned, but this time in a sumptuous deep blue. All the design elements remain the same: satin stripes and binding, with crystal bow details, in an all-new color for spring!

Lejaby Envie de Coton in Denim

Lejaby Envie de Coton (Denim) - A springtime treat! Envie de Coton mimics true battenburg lace perfectly. Add to that flourishes of ribbons and buttons, and you have one undeniably sweet countryside-inspired collection! In addition to the molded balconnet and soft demi cup bras, we received the bikini, tanga and string. Unlike many collections, Envie de Coton bottoms are each quite different in style from one another, so you're certain to find something to fit your unique sensibility! If you're looking for something with less color, be sure to check out Envie de Coton in white, expected in mid-April.

Prima Donna Babel Luxury Balconnet in Precious Black

Prima Donna Babel (Precious Black) - This collection truly speaks for itself. We're in love with it. Can't you tell? For girls with more up top, it's truly the sexiest, most glamorous bra you can find, and it's been selling out all around the world! (Really!)

PJ Harlow Jolie Satin Pant and Norah 3/4 Sleeve Tee in Champagne

PJ Harlow (Champagne) - PJ Harlow loungewear has become a standout customer favorite since we first started carrying it late last year. It's the ideal go-to when you're seeking pajamas that bridge comfort and class. Never again will you have to sacrifice sensuality for coziness! In addition to receiving the collection in Champagne, we've also had our stock in teal fully replenished.

fleur't Eloise Gown in Blue

fleur't Eloise (Blue) - The fleur't Eloise collection has been flying out of the store. There's something about the classic combination of black and champagne that has made many of our customers into loyal fleur't girls... and now Eloise is available in a springy sky blue with beige trim -- perfect for the warmer weather. We're also excited to offer the 3/4 sleeve Eloise gown -- it's warmer and offers more coverage without eliminating any of the fleur't sass we've come to adore!

Every one of these items is available in the store now, so swing by to try out your favorites, and keep your eyes peeled for even more new collections in the coming weeks!