This Holiday Campaign Features a More Stylish Version of Kris Kringle

By: Katherine Pendrill - Dec 8, 2015
References: yorkdale & bustle
Toronto's Yorkdale Shopping Centre is turning the concept of mall Santas on its head with its fashionable version of Kris Kringle. Many adults and children are familiar with the holiday tradition of going to the mall to get a picture with Santa. This year, Yorkdale is putting a unique twist on the festive ritual by hiring a runway-worthy Santa Claus.

Instead of hiring just anyone with a long white beard, Yorkdale choose to find a more stylish version of Kris Kringle. As a result, the mall's new Santa is actually Canadian model Paul Mason. Mason has been modeling for over 30 years and has been featured in campaigns for Dolce and Gabbana and DKNY. However, his new role as Yorkdale's 'Fashion Santa' has seen him take on a festive look that is more hipster than classic Claus.

While the stylish Santa is certainly easy on the eyes, the campaign also promotes a good cause. For each selfie taken with the Fashion Santa, Yorkdale will donate one dollar to the SickKids Foundation.