Toronto's Yorkdale Mall brings together Santa Claus, fashion, holiday spirit and selfies in order to raise funds for the SickKids Hospital, and they did it by giving old St. Nick a fashion make-over. Paul Mason, the 2014 Fashion Santa, reprised his role for 2015 and you'll be seeing a lot of him in online and print ads, as well as walking around Yorkdale Mall sporting his signature white beard and the mall's latest fashion.
Participating is simple because all you have to do is to take a selfie with Fashion Santa when you spot him in Yorkdale Mall, post the photo on Instagram with the #YorkdaleFashionSanta hashtag and every unique photo translates to a $1 donation to SickKids Hospital. You not only get to have a photo with a fashionable Santa, you also get to help kids in need. Easy, right?
Check out Yorkdale's ad for the Fashion Santa campaign.
"It's a modern spin on the typical Santa photos. I do so many selfies because of my profile and beard, so it seemed like a natural fit," Mason said of the campaign. He also expressed his happiness at the campaign's charitable aspect and the bonus of getting to wear outfits from new retailers in the mall.
Of course, Mason isn't always hanging out at the mall. The self-professed "Santa's skinny brother" has been spotted in Yorkdale Mall since Nov. 21 but he still has seven remaining appearances before Christmas if you want to check him out.
He will be in front of Harry Rosen & Hudson's Bay on Dec. 11 to 13, 18 to 20 and 23, from 12:00 Noon to 8:00 P.M. to see him in person and take a selfie so you can help out SIckKids Hospital too.
A photo posted by Paul Mason (@paulmasonmodel) on Dec 10, 2015 at 4:53am PST
If you need fashion tips from Fashion Santa, he also has a blog in Yorkdale's website and we already know what's important for him. "Beard primping is a must" is at the top of Fashion Santa's list of tips. Well, his beard is an important part of his appearance.
