Tesco has begun trialing a virtual try-on technology at its Sandhurst Extra store in Berkshire, allowing customers to digitally preview clothing items before purchasing. The system, currently available for F&F brand apparel, lets users scan or enter a barcode, then either take a selfie or select from a range of on-screen models representing diverse ethnicities and body types. The item is then virtually projected onto the user or chosen avatar, with real-time stock information displayed to indicate available sizes.

The technology is designed to offer a convenient alternative to traditional fitting rooms, which were removed from many stores during the COVID-19 pandemic and are only being gradually reinstated. According to Tesco Labs senior product manager Ido Sebban, the trial has been met with positive customer feedback. “They love it,” Sebban said, noting that even stores that currently have changing rooms are testing the technology to evaluate its usefulness. He added that the system could help reduce returns by providing shoppers a clearer sense of how clothing will look on them.

While the virtual try-on feature is described as user-friendly and provides a close approximation of how garments appear in reality, some limitations remain. For instance, customers can only view one item at a time, making it unsuitable for full outfit styling. The screen lighting was also noted as less flattering than standard fitting rooms. Furthermore, the service is restricted geographically for now, available only at the Sandhurst site.

Alongside Tesco, fashion retailers Zara and Asos have incorporated similar AI-powered virtual try-on features within their mobile apps. Zara launched its try-on functionality in December 2025, requiring users to submit two photos—a headshot and a full-body image—to generate a personalized avatar. This avatar can then model any item within the app, offering a 3D rotating preview that reflects the style and fit of selected garments.

Asos has also embraced virtual try-on technology, though specific details on its implementation differ from Tesco and Zara. These developments reflect a wider retail trend aimed at enhancing online and in-store shopping experiences through augmented reality, helping consumers make informed purchasing choices while minimizing inconvenience.

While the technology has yet to replace conventional fitting rooms entirely, it presents a potential time-saving alternative for shoppers seeking quick outfit assessments. Further rollout and refinement will determine whether such innovations become standard fixtures on the high street.