Alla Prima

Alla Prima is without a doubt, one of the best lingerie shops in the city. It has two locations, which carry the same brands but with different stock. A great place to get special items as well as basics, Alla Prima has a wide selection of brands such as La Perla, Audabe, Lise Charmel and Cosabella. The staff is knowledgeable about the fit and construction of their stock, and will happily measure you and suggest items that suit your body type. Both stores also carry sleepwear, and the Hayes Valley shop also features swimwear that fits (not surprisingly) more like a bra. Both also have the magical wheel of thongs, a spinning rack of underwear in every color imaginable.