Tesco is hoping to boost its online clothing sales and reduce returns through the launch of a virtual fitting room service.

Customers will be able to create a 3D model of their bodies by uploading two photos of themselves, or by inputting their measurements and a photo of their face on its Facebook page. The fitting room will suggest clothing sizes based on the details submitted.

Customers can use their personalised 3D model to try on 50 new season products, such as skirts, dresses and jackets. A further ten new items will be added every week.

Tesco is trialling the service, developed by London-based technology start-up Metail, via its clothing Facebook page, which has over 170,000 followers.

Emily Shamma, director of Tesco clothing online, said: “This is a really exciting opportunity for online clothing retailers. We know the main reason people get nervous about buying clothes online is simply because they cannot try them on first.”

Shamma said that the virtual fitting room could lead to an increase in revenues for the retailer.

“If our customers tell us they like this, we could see real business benefits, not only with more people opting to shop online for clothing, but also helping to reduce returns, commonly caused by people ordering the wrong size,” she added.