Yorkdale’s Fashion Santa is a social-media phenomenon

Leave it to Yorkdale to transform Mr. Claus, best known for having a belly that shakes like a bowl full of jelly, into a legit style icon. The so-called Fashion Santa, a.k.a. 51-year-old model and 2014 Toronto Life Best Dressed lister Paul Mason, has been blowing up international news outlets and social media over the past week (Yorkdale is donating $1 to SickKids Foundation for each photo with the hashtag #YorkdaleFashionSanta). The star of the mall’s holiday campaign also does double duty as a traditional mall Santa—only in much nicer clothes. Mason can be found granting selfie-related Christmas wishes in between Harry Rosen and the Bay on select days this season. Here, a few of the best reactions from the web.

STOP WHAT YOU ARE DOING AND LOOK AT THIS SEXY SANTA https://t.co/QvtXwQTTmL pic.twitter.com/rtxDH33Pcq

— BuzzFeed (@BuzzFeed) December 7, 2015

"Wait in the Lego store, kids, mommy is going to go see Santa" https://t.co/31oWjdDtjX #YorkdaleFashionSanta

— Kevin A (@kevinsky) December 9, 2015

Santa in skinny jeans? 'Fashion Santa' gives Kris Kringle a sleek makeover: https://t.co/THSnn7wANv pic.twitter.com/zwTH7NUqtF

— TODAY (@TODAYshow) December 8, 2015

#FashionSanta makes sooo much more sense when you hear it came from Yorkdale.

— Tadpole Jackson (@thatCSAguy) December 9, 2015

Yesterday, my friend, Virginia @yazberryfashion, turned me into #FashionSanta Great job. pic.twitter.com/twMXf5aG2K

— Curtis Rumbolt (@CurtisRumbolt) December 9, 2015

Fashion Santa Vs. Hipster Santa: Who is creepier? https://t.co/tpVDyy88LW pic.twitter.com/ml7Wl1zO66

— GQ Fashion (@GQFashion) December 9, 2015

#FashionSanta said to hell with reindeer pic.twitter.com/nlSbY0yUdR

— Yesha (@YeshaCallahan) December 9, 2015

Hey hipsters- thanks for ruining Christmas! #FashionSanta https://t.co/yM4sfVdMul pic.twitter.com/xnoHiY1GAW

— Benjamin Spears (@SpearsBenjamin) December 7, 2015