This is absolutely the best place for lingerie in San Francisco. Both stores have an amazing selection of cutting edge designer lingerie from (mostly) Italy as well as a great selection of basic everyday bras. The greatest advantage Alla Prima has over other lingerie boutiques, department stores, and corporate stores like VS or AP is that the staff has been trained to look past hanger appeal to find pieces that fit and flatter real bodies in different shapes and sizes. A friend suggested I treat myself to some nice lingerie after a recent break -up and suggested I go to Alla Prima. I was pretty skeptical but that changed soon after I was led to a dressing room and asked to take my top off. After explaining why the bra I was wearing didn't really do much for my figure, the salesgirl asked me to wait while she found a bra for me to try on - the fit was perfect and I looked fabulous in the ultra-tight tshirt she had me put on to see how the bra looked under clothes. She then left me alone ""to admire yourself"" while she looked for something a bit bolder. I bought 3 new bras for everyday wear under t-shirts and sweaters. I also purchased 2 beautiful sets. One is a black silk lace with an overlay of tulle - textured, dramatic and elegant. The other is satin the color of crushed berries covered with a fine web of indigo lace. Yes, my visit to Alla Prima set me back a few bucks but the experience was priceless.
Pros: selection, service, atmosphere