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For each selfie posted on social media, using the hashtag #YorkdaleFashionSanta, Yorkdale will donate $1 (CAD) to the SickKids Foundation.
This is the second year the centre have run their Fashion Santa campaign, after Yorkdale noticed Paul in a local magazine's "Most Fashionable" section.
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The internet is currently abuzz with photos and emergence of 'Fashion Santa' who strikes cool nods across hearts.
Paul Mason, the 'Fashion Santa'
Paul Mason, or Fashion Santa as he is known, has become a viral hit after a series of sexy shots and seductive poses while modelling high-end clothing labels.
According to Mirror Online, he's usually an older gentleman, with a slightly rotund figure and a very jolly manner. But with his smoldering good looks and toned physique, this Santa Claus has been providing adults with a festive eye-full in his native Canada - and he's sending the internet wild.
With his crisp beard, sparkling eyes and glowing charm, Paul can be seen wearing leather jackets and stylish suits, plucked from designers such as Burberry, Dolce & Gabbana and Hugo Boss.
With his crisp beard, sparkling eyes and glowing charm, Paul can be seen wearing leather jackets and stylish suits, plucked from designers such as Burberry, Dolce & Gabbana and Hugo Boss.
Paul - a model for more than 30 years - can also be found at the Yorkdale Shopping Centre in Toronto, Canada, where he is encouraging shoppers - and a few famous faces - to take selfies alongside him.
Fashion Santa has become so popular that lines to take pictures with Paul have now far exceeded the wait to spend time with the centre's traditional Santa.
For each selfie posted on social media, using the hashtag #YorkdaleFashionSanta, Yorkdale will donate $1 (CAD) to the SickKids Foundation.
This is the second year the centre have run their Fashion Santa campaign, after Yorkdale noticed Paul in a local magazine's "Most Fashionable" section.
For this year's Fashion Santa push, Paul and Yorkdale had more time to work on the professional-looking shots, taken back in October, and attached a charitable cause to the campaign.
Lucia Connor, Marketing Director at Yorkdale Shopping Centre, said: "The response has been spectacular - we knew there was magic in this year's campaign.
"Adults are delighting in an interpretation of Santa that they can enjoy.
"Paul is a very talented model and his strong facial features appeal to both women and men with his striking beard, sparkling eyes and warm smile."
Lucia Connor, Marketing Director at Yorkdale Shopping Centre, said: "The response has been spectacular - we knew there was magic in this year's campaign.
"Adults are delighting in an interpretation of Santa that they can enjoy.
"Paul is a very talented model and his strong facial features appeal to both women and men with his striking beard, sparkling eyes and warm smile."
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