
By Sarah Begley
A Canadian mall has tickled the Internet with an ad campaign featuring “Fashion Santa,” an updated and slimmed-down version of St. Nick.
Model Paul Mason gives life to the Kris Kringle at Yorkdale shopping center, and though he sports a white beard, he’s missing the belly like a bowl full of jelly.
In addition to the stylish ads, Fashion Santa will appear at the mall on several days leading up to Christmas to take photographs to children; for every selfie taken with Mason using the hashtag #YorkdaleFashionSanta, Yorkdale will donate $1 to the SickKids Foundation.
Can’t make it to Toronto this holiday season? You can still feast your eyes on Fashion Santa via the Internet.
More Must-Reads from TIME
- Inside Elon Musk’s War on Washington
- Meet the 2025 Women of the Year
- The Harsh Truth About Disability Inclusion
- Why Do More Young Adults Have Cancer?
- Colman Domingo Leads With Radical Love
- How to Get Better at Doing Things Alone
- Cecily Strong on Goober the Clown
- Column: The Rise of America’s Broligarchy
Contact us at letters@time.com