New mum Alesha was up bright and early on Thursday morning (6 March) to lend a hand at the launch of M&S' Kids' Shwop Boutique at the Marble Arch store.
The scheme asks shoppers to 'shwop' their unwanted childrenswear rather than throw it away, by bringing clothing to M&S stores ahead of Mother's Day.
All money raised goes to Oxfam's Mother Appeal, which helps mothers around the world get their families out of poverty.
Alesha, 35, told fans on Twitter she'd already had a rummage through her daughter Azura Sienna's wardrobe to help the campaign.
She tweeted: "I have just donated some of Azura's clothes to the @shwopping campaign so that @Oxfamgb can help the world's poorest mothers #Shwop :) xxx (sic)."
Britain's Got Talent judge Alesha became a first-time mother last year, announcing on 7 October that she and dancer partner Azuka Ononye had welcomed a baby girl.
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