Alla Prima Fine Lingerie is the type of small business that makes San Francisco unique. The proprietors are discerning experts, offering amazing customer service and incomparable knowledge. They specialize in smaller luxury brands that cannot be found elsewhere, with a beautifully and thoughtfully curated shop. The quality of the pieces is immaculate, avant, and well worth the price. They are super discerning experts, to the point that brands actively seek their feedback. Almost no one comes in wearing the right size, and clients leave feeling more confident and comfortable, set up for success with no-judgement expertise and excellent sizing and fit tips. Many describe it as simply the best independent lingerie boutique. Appointments are recommended. The business will be closed June 16 through June 24, and appointments should be reserved for before or after this period. They can be contacted by voice, text, or email. Wearing a mask is simply chic.
Had a great experience. The young lady who helped me was very friendly and knowledgeable. I made an appointment and was seen as planned. Spent more than I wanted, but I'm happy with the service and products. They added me in their system, so now I know my size and preferences.
December 2025
Beautifully curated and excellent service, pricey but worth it.
May 2025
Truly excellent (and vast) selection, and Maggie is very warm and helpful. The pajamas are heavenly and they carry some brands that most other places don’t. Toujours Lingerie in the Fillmore area is great but tiny so selection is highly limited in a given bra size.
