Ulla Popken is the No. 1 brand for plus sizes in Europe. Like any committed brand, we want to be clear and easy to understand for our customers. So we have worked with a term that summarises the topic of plus sizes in a nutshell: Plus Size Fashion.
And that - this word normal sizes - implies that all other sizes are abnormal sizes. This is not only outdated in terms of mindset, but also factually incorrect. Almost 50 %* of women in Germany wear a size 42 or larger. *According to Statista: Distribution of clothing sizes for women in Germany in 2012
You can call it petty, but it's often the details and small adjustments that set something bigger in motion and make you think further.
We at Ulla Popken have decided to think ahead and will be questioning the term Plus Size Fashion from April onwards. A term that neutralises any difference and for which the Ulla Popken brand and our fashion will stand for in the future:
True Size Campaign Banner


Let's bring the True Size idea to life together. It's that easy to be part of it: show your profile photos on your social media channels with your fingers crossed, as in the examples. It's the key visual of the campaign.