Alison Hammond has launched a new leopard print bag in memory of her late mother Maria, with £10 from every sale donated to the British Liver Trust. The Birmingham-born This Morning star collaborated with clothing brand Scamp & Dude on the 'Swag Bag with Purpose' collection, which sees celebrities design multi-use pouches and beauty bags to raise funds for various charities.
A Personal Tribute to Mum
Maria passed away in February 2020 after battling liver and lung cancer. Alison, 51, shared the news on Valentine's Day that year, revealing the family had laid her to rest the previous day. Maria, originally from Guyana, South America, was Alison's 'best friend' and biggest supporter, often accompanying her to showbiz events.
The leopard print design was chosen because Maria loved the pattern. Alison explained: 'The reason I went for leopard print is because my mum literally wore it everywhere – leopard print glasses, leopard print shoes, leopard print dresses. She was obsessed with leopard print, to the point where she's kind of made me a little bit obsessed by it.'
Charity Partnership
Scamp & Dude announced the collaboration on Instagram, stating: 'For Alison, her Swag Bag with Purpose is personal. She's one of the warmest humans on the planet, and she'll be donating to British Liver Trust in loving memory of her mum.' The British Liver Trust is the UK's leading liver health charity, working to improve liver health and support those affected by liver disease or cancer.
Other celebrities in the campaign include This Morning's Kate Lawler, backing the Motor Neurone Disease Association, and David McCall, fundraising for the Brain Tumour Research Campaign.
Double Grief and Bittersweet Success
Alison's loss was compounded by her father's death in Jamaica just four months later, in June 2020. When she landed her permanent Friday hosting slot on This Morning later that year, she described it as 'bittersweet' because her mother could not celebrate with her. The show had been a staple in their family home.
Alison has spoken about still feeling her mother's spiritual presence and hearing her voice. She joked that before her mum passed, she promised to always look over her, to which Alison replied: 'Thank you mum, but not all the time, not when I'm with a bloke!'
Creative Tribute
Alison also dedicated her debut novel, Bombshell, to her mother and wrote a main character navigating life after losing her mum. The bag collection is another way she honours Maria's memory while supporting a cause close to her heart.
