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
- Why Trump’s Message Worked on Latino Men
- What Trump’s Win Could Mean for Housing
- The 100 Must-Read Books of 2024
- Sleep Doctors Share the 1 Tip That’s Changed Their Lives
- Column: Let’s Bring Back Romance
- What It’s Like to Have Long COVID As a Kid
- FX’s Say Nothing Is the Must-Watch Political Thriller of 2024
- Merle Bombardieri Is Helping People Make the Baby Decision
Contact us at letters@time.com