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Santa might not be home-invading via chimneys for much longer. Or at least not if he wants to get soot all over his £2,000 pair of mint green chinos.
Considering he spends his days at the North Pole dressed like a Manchester United fan, it’s certainly refreshing to see one of our most beloved Christmas figures taking centre stage in brands that include Alexander Wang, Maison and Raf Simons among other wares.
And the portly chap looks right at home in some of the hip outfits, all while guzzling down a Coca Cola – a reference, of course, to the company who created his now traditional image, but we imagine might want to start pairing him with Diet Coke from now on.
Little wonder he named one of his reindeer after Donna Karan.
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