In a bid to be at par with the latest fashion trends, and get those "must-have" pairs of stilettoes, almost four in ten women actually wear the wrong-sized shoes, which in turn harm their feet, according to a study.
Women are so desperate to look good that buying the latest shoes is more important than whether there is a shoe in their size.
And now, experts from the Society of Chiropodists and Podiatrists are urging women to favour comfort over fashion.
The Society has said that squeezing into too tight heels or slipping out of baggy ballet shoes can lead to foot problems, and in some cases it may even cause more severe issues like difficulties in walking.
Almost 80 percent of females in the study already suffer from conditions like bunions, cracked heels, corns and ingrowing nails, but 40 percent of them have never been to a doctor for advice.
However, the trend is not uniquely seen in women, for almost 17 percent of men have admitted that they buy ill-fitting shoes too.
Lorraine Jones, from the SCP, has said that sometimes it is worth thinking carefully about the bargains on offer.
"It is important to wear shoes in the correct size that are appropriate for the activity you need them for," Sky News quoted her as saying.
"That's not to say we shouldn't wear fashionable shoes or high heels.
"But it does mean that we should give our feet a break and see an expert if there is something wrong," she added.