Forget visions of stomachs that jiggle like a bowl full of jelly. This Santa’s a looker.

He’s known more commonly as Fashion Santa around his parts, which more specifically is Toronto’s Yorkdale Shopping Centre. And he’s using his dashing good looks for a great cause: raising money for a foundation that helps very sick children.

Fashion Santa wearing Dolce & Gabanna, Salvatore Ferragamo, and John Varvatos.

For every selfie posted using the hashtag #YorkdaleFashionSanta, Yorkdale will donate $1 to SickKids Foundation, up to a total of $10,000. The SickKids Foundation raises money on behalf of the Hospital for Sick Children in Toronto in order to help fund child health research and ongoing care.

The man behind that scruffy, white beard and twinkling blue eyes is model Paul Mason, and you can see his image around the Yorkdale mall modeling the latest fashions, from Gucci burgundy high-tops to a well-appointed crushed red velvet blazer by Salvatore Ferragamo. Local shoppers are loving it—social media is filling up with shots of Fashion Santa with kids young and old.