Meet Paul Mason, the Fashion Santa! Mason, who’s been modeling for 30 years, looks like a thin, younger version of the Santa everyone knows. He can be found at Toronto’s Yorkdale Mall, which will donate $1 to the SickKids Foundation for every person who snaps a selfie with Mason and posts it on social media using the hashtag #YorkdaleFashionSanta.

“It’s a modern spin on the typical Santa photos,” Mason told Yorkdale. “I do so many selfies because of my profile and beard, so it seemed like a natural fit.” What do kids think of him? According to the Toronto Star, he tries to stay away from children at the mall so they don’t confuse him with the traditional Santa. “Adults are really my focus.”

More info: yorkdale.com (h/t: designyoutrust)

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