Mrs. Claus would be pleased.
Yorkdale Shopping Centre in Toronto has given Santa a hipster twist for its 2015 holiday campaign. Instead of the plump rosy-cheeked fellow you'll likely find in malls across North America, the Canadian brand's St. Nick is a sleek and elegant silver fox decked in skinny jeans, high tops and sunglasses, with a beard to match.
The campaign, called "Fashion Santa", is in its second year and has model Paul Mason posing as the hot Santa Claus, wearing some of the upscale brands available at Yorkdale, including John Varvatos, Hugo Boss, Burberry and Diesel. And this "Fashion Santa" is so contemporary, he's totally into selfies.
So much that every shot shoppers take with Fashion Santa and post with the hashtag #YorkdaleFashionSanta gives one dollar to a Toronto charity that helps sick children. They can meet Mr. Mason at his "selfie station" to take their pics. So far, most of the participants have been adult women. We wonder why.