The news: Consumers’ strong response to Universal Standard’s latest collection with influencer Abisola Omole shows the continued demand for extended sizing in apparel, even as many brands are retreating.

Nearly 90% of units sold were size 14 or above, with sizes 18 to 24 alone accounting for 54% of sales, per Modern Retail.

What it means: The rising use of weight loss drugs has given apparel companies another reason to pull back on extended sizing. H&M no longer sells sizes 3XL and 4XL, while retailers such as Aritzia and Mango have also reduced their selection of larger fits while doubling down on core sizing, according to an Edited report.

While many brands, including H&M, are justifying the decision on the basis of declining demand as the growing ranks of GLP-1 users switch to smaller sizes, narrowing size ranges is also a way for companies to trim costs as they face rising energy, material, and shipping expenses due to war in the Middle East. Having a smaller assortment can also help protect apparel brands’ pricing power by minimizing excess inventory and discounting.

However, apparel companies can reduce their assortments without damaging their relationship with plus-size customers. Brands can choose to offer fewer styles across a wider variety of sizes or select a range of core items to offer in extended sizing to maximize their possible audience.

Implications for the apparel industry: For all the fervor over GLP-1s, only a minority of consumers—roughly 11% of US adults, per Gallup—are currently using these drugs. Nor is GLP-1 use a permanent habit for most: Over half of healthcare professionals say that the average duration of patient GLP-1 use for weight loss is 12 months or less, according to a December Sermo report.

Brands that choose to eliminate extended sizing therefore risk losing both goodwill and sales from the sizable contingent of consumers who require larger sizes. All US states and territories with sufficient reported data (with the exception of the District of Columbia) had obesity rates above 25% in 2025, according to the CDC. Companies that don’t meet the needs of this audience could lose ground to retailers like Universal Standard and Quince that do.