Tesco is introducing new virtual try-on technology for the first time, as part of a trial at its Sandhurst Extra store to give customers more ways to discover the latest styles with confidence.

Leveraging technology provided by AI fashion solution, AIUTA, the new in-store experience will allow customers to virtually try on around 1,500 items of F&F clothing across womenswear and menswear. They can do so by taking a photo or uploading a photo of themselves onto a digital try-on screen within the clothing department.

The one-store pilot is designed to understand how Tesco can help customers browsing in store to discover new styles and feel more confident before they buy.

This comes as Tesco expands its online fashion offer, with the relaunch a standalone website for its F&F clothing range, which aims to create a digital destination for affordable fashion.

“We know our customers love the quality, affordability and style of F&F – and this will make it even easier and more convenient to shop the ranges they know and love,” said Katja Ahola Klamkin, Tesco Group MD for Home & Clothing.

The move follows the return of F&F to Tesco.com last year when it made over 2,000 products available online and via its Clubcard app for the first time since 2018 in response to growing customer demand for own-brand apparel.