Traditionally, the average mall Santa is a plump fellow in a fake beard and red flannel pajamas trimmed in polyester fur. But there’s a new, svelte Santa in town, and his name is Fashion Santa.

Fashion Santa is trim, dapper, and has a taste for high-end menswear. From his home base in Toronto’s Yorkdale Shopping Centre, he’s been generating plenty of buzz about his good looks. But the best thing about this updated Santa—even better than his impressively full, snow-white beard—is that he’s helping raise money for a charity that benefits sick children.

Yorkdale Shopping Centre #menswear

As part of its Fashion Santa holiday campaign, the Yorkdale mall will donate $1 to the SickKids Foundation for every selfie posted using the hashtag #YorkdaleFashionSanta, up to a total of $10,000. So far, it seems to be off to a good start.

Meanwhile, pictures of Fashion Santa, played by model Paul Mason, have been making the rounds online. Decked out in clothes available at the mall’s upscale stores, he appears in a series of campaign images looking runway ready, with a little tongue-in-cheek humor thrown in. Here’s a sampling:

Yorkdale Shopping Centre He cut it down with his artisanal axe.

Yorkdale Shopping Centre Santa wears his Givenchy sneakers better than you do.

Yorkdale Shopping Centre His other sleigh is a Maserati.

Yorkdale Shopping Centre The most interesting Santa in the world.

Some of the best shots of Fashion Santa, though, are the ones of him playing a more traditional role. Kids love Santa Claus, whether he’s stylish or not.