# Fashionable Mall Santas This Holiday Campaign Features a More Stylish Version of Kris Kringle By Katherine Pendrill | Published 2015-12-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/kris-kringle References: [bustle](http://www.bustle.com/articles/128337-fashion-santa-is-the-super-stylish-alternative-to-the-mall-santa-photos) & [yorkdale](http://yorkdale.com/centre-info/holiday/fashion-santa/) 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](https://www.trendhunter.com/trends/torontos-sherway-gardens). ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 75% | Activity: 72% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Fashionable Mall Santas:** Opportunity for malls and shopping centers to attract customers with a more stylish and unique Santa experience. ### Sectors Adopting This - **Retail:** Fashion retailers can collaborate with malls to provide stylish Santa outfits for a fashionable shopping experience. - **Fashion Modeling:** Models can explore opportunities to work as fashionable Santas for holiday campaigns and events. - **Charities:** Charitable organizations can collaborate with malls to raise funds by partnering with fashionable Santas for fundraising initiatives. ## Related on Trend Hunter - [Holiday-Centric Retailer Campaigns](https://www.trendhunter.com/trends/holiday-your-way.md) - [Exaggerated Holiday Displays](https://www.trendhunter.com/trends/wonder-all-the-way.md) - [Luxury Holiday-Themed Pop-Ups](https://www.trendhunter.com/trends/holiday-2025-popup.md) - [Santa-Themed Chocolate Treats](https://www.trendhunter.com/trends/kit-kat-santas.md) - [Immersive Elevator Holiday Experiences](https://www.trendhunter.com/trends/enchanted-elevator.md) - [Christimas-Themed Pop-Ups](https://www.trendhunter.com/trends/miracle-bar.md) - [Mid-20th-Century Holiday Campaigns](https://www.trendhunter.com/trends/gifts-of-delight.md) - [Life-Size In-Store Countdowns](https://www.trendhunter.com/trends/toys-r-us-asia.md) - [Festive Hotel Events](https://www.trendhunter.com/trends/breakfast-with-santa.md)