Professional makeup artist and entrepreneur Bobbi Brown is swapping out her designer heels for sneakers – for the whole of 2019.

According to Footwearnews.com, premium sneaker brand Greats challenged the mogul to only wear its sneakers this year and she agreed.

She announced that she will be selling her designer high heels on resale website thredUP, and that all the proceeds will go to one of her favourite organisations, Girls Inc. This organisation aims to create a culture that sees girls and young people grow up safe, respected and valued.

In her comment on the thredUP site where her shoes will soon be available for sale, Bobbi Brown says, "I'm donating my fun collection of high heels that have lived in my closet forever but have barely been worn.”

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The heels to be sold are from designers like Prada, Alaïa and Christian Louboutin.

And she's a US size 7.

Bobbi Brown has preached comfort for a long time so this does not completely come as a surprise.

In a column on The Cut in 2017, Bobbi Brown shared this about her designer heels: “The bottoms are beautiful, they are clean as could be, but I wear sneakers. I just realised I am happier when I’m most comfortable.”

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It seems Bobbi Brown has developed a liking to the Brooklyn sneaker brand and is quoted on Page Six Style saying they are “the coolest, most comfortable sneakers that look as good with my tuxedo pants as they do with my jeans”.

According to this website, Greats sneakers cost between $100 (about R1 392) and $200, and they will be the primary shoes Bobbi Brown wears in 2019, even at more formal occasions.

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While this is not common for people of her stature, Bobbi Brown’s not-so-surprising decision to wear sneakers more often is also a rising consumer trend, particularly for women.

According to the NDP Group, athletic inspired sneaker sales for adults increased by 17 percent in dollars in the 12 months up until April 2018. Its findings show the women’s market grew the fastest, up 33 percent, overtaking the men’s market that grew by 10 percent.

It seems more and more people are opting for sneakers as well.

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