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.