La Petite Coquette

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Prima Donna embroidered full-cup bra, $99 (was $177), at La Petite Coquette
Greenwich Village
As the wall of autographed celebrity-client photos indicates, “the Little Flirt” (en anglais) has drawn a loyal following since it opened in 1978. Known for her acuity regarding proper bra-fit, owner Rebecca Apsan wrote the book on unmentionables (literally—it’s called The Lingerie Handbook), and appropriately, her store runs the gamut, from practical T-shirt bras and briefs to problem-solving bustiers and an entire section devoted to full-figure coverage. Hanky Panky mesh undies ($18) and vanilla-scented silk heart sachets ($5) made in-house are extremely popular. Items slant toward the classy—although pearl G-strings by Bracli ($69) can’t seem to stay on the shelves.
Venue name: La Petite Coquette
Contact:
Address: 51 University Pl
New York

Cross street: between 9th and 10th Sts
Opening hours: Mon–Sat 11am–7pm, Thu 11am–8pm, Sun noon–6pm
Transport: Subway: N, R to 8th St–NYU
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