Tesco is trialling virtual try-on technology at its Sandhurst Extra store, allowing customers to digitally try around 1,500 F&F womenswear and menswear products as part of a wider refresh of its in-store fashion offer.
The technology is being tested at the store following a refurbishment of its F&F clothing department. Customers can use a digital screen to take or upload a photo of themselves and virtually try on selected products, or choose a digital model to view items in different sizes.
The trial is designed to explore how technology can help customers discover styles in store and feel more confident before making a purchase.
The virtual try-on forms part of a wider refresh of the F&F service at Sandhurst Extra, which includes new changing rooms, a dedicated service hub for checking out and returns, and a larger F&F range.
The retailer has also updated the department’s signage and lighting, with a greater focus on showcasing womenswear, menswear and childrenswear.
The trial comes as Tesco continues to expand its fashion offer both online and in store. In August, the retailer announced plans to relaunch a dedicated F&F website following the growth of its online range, which first moved back onto Tesco.com in 2025.
The new site is designed to offer a wider range of styles and sizes alongside improved search tools, styling inspiration and fashion-led imagery. F&F clothing sales rose 5.1% to more than £1.2bn in the year to February, with Tesco citing strong demand in womenswear and growth across its F&F Active and F&F Edit ranges.
The virtual try-on technology gives Tesco another way to connect its digital and physical fashion offer, with customers able to use an online-style tool while shopping in store.
Virtual try-on technology is increasingly being used by fashion retailers as they look for ways to give shoppers greater confidence around fit and styling. ASOS introduced a hybrid virtual try-on experience in February, allowing selected customers to either upload their own image or use an AI-generated model based on their likeness.
At Sandhurst Extra, the F&F changes form part of a wider store refurbishment, with improvements also made to Food To Go, Fresh Market, Bakery, homeware, beauty and wellness and other departments.
The Tesco trial is currently limited to the Sandhurst Extra store, with around 1,500 womenswear and menswear products initially available to try virtually.
The news follows Sainsbury’s fashion brand Tu unveiling what it calls its most elevated womenswear collection to date for autumn/winter 2026, with 86% of the range priced below £30 and 65% below £25.