Emma Thelwell
Sports luxe, athleisure and loungewear - the fashion pack have been telling us it's "on trend" for a while.
Footwear is no exception, as Britain's women are kicking off their high heels in favour of comfy trainers and flats.
Even Victoria Beckham has ditched her signature stilettos at work, sweeping into New York Fashion Week in baggy trousers and sandals.
Market research group Mintel says trainers have overtaken heels in popularity, with 37% of women in the UK buying trainers last year, compared to just 33% of women splashing out on high heels.
Though younger women are more likely to wear heels, women of all ages prefer flat shoes - with 51% of shoppers opting for flats.
Hannah Rochell, fashion and features editor at InStyle Magazine, told BBC Radio 5 live that the move away from heels was a "natural progression".
She says: "I think that for the past few years flats in general have been much more popular with women - they've been on the catwalk, they've been much better designed on the High Street and it's just a natural progression that trainers are going to be the next thing that we want to wear."
Mintel's senior fashion analyst Tamara Sender highlights the "trend for consumers to integrate sports clothing into their daily wardrobes", with data showing that 50% of consumers who bought sports goods in the last 12 months did so for non-sport use.
She told BBC Radio 4's You and Yours programme: "I think we've seen a lot of sportswear brands really pushing sports clothing and footwear aimed at women and more fashion-led sports footwear, and this also all fits into the leisurewear trend we've seen growing in the UK which is driven by increasing consumer interest in health and wellbeing, and so therefore we feel this has more longevity."
Have high heels toppled out of fashion?