The average shoe size is getting bigger (so much so that retailers are keeping close tabs on the extended-size market) and with more shoppers buying online rather than in-store the likelihood of getting the wrong size is becoming a regular thing.
Buying an incredible pair shoes that are a little too snug might not be a big deal, but this is actually causing permanent harm.
If shoes don't fit properly they can accelerate the development of bunions, constrict the toes (hello hammer-toe) and put too much pressure on your soles.
Stuart Weitzman, a shoe designer who is all about function and comfort, has commented on ill-fitting shoes.
"I won't make a last narrower in the front than it should be to give it a sleeker look-that's like wearing a girdle," he says.
Stilettos might be the obvious killers when it comes to foot pain, but flats and ballet pumps are just as bad if they're not professionally fitted.
It's time to get shoe smart ladies. Next time your shopping for a new pair - get some pointers from the sales assistant and try a few styles on for size. Start loving your feet.
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