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This Brooklyn family’s Hanukkah celebration is all over New York’s subway
(New York Jewish Week) — For photographer and Instagram blogger Mordechai Rubinstein, seeing his face plastered all over the subway this holiday season has been an unexpected delight.
Rubinstein is decidedly not a dermatologist (a la subway-famous Dr. Zizmor), nor is he hawking subscription meds or beauty products. Rather, Rubinstein is featured in Nordstrom’s prominent “Make Merry” holiday campaign, where he’s seen celebrating Hanukkah alongside his wife Sara Brown-Rubinstein and their 5-year-old daughter, Isabella.
The ads have been prominently displayed in subway and bus lines across the city. “We first saw it in the wild — we didn’t even know until people started sending us pictures,” said Rubinstein, who assumed the family photo shoot, which happened over the summer in their Greenpoint, Brooklyn home, would be used exclusively on social media. “It was a huge surprise, I don’t know how else to say it.”
The ads spotlight the family of three eating latkes and lighting the menorah together. Rubinstein — who’s known to his 127,000 Instagram followers as @mistermort and describes himself in his bio as “SHMUCK AT LARGE, GARMENTOLOGIST, ANTHROPOLOGIST, photographer, photojournalist and author” — wears a bright pink sweater over a floral shirt and mustard pants, completing the look with a green knit kippah. Meanwhile, Sara and Isabella keep it more simple, wearing a black sweater and white maxi skirt, and a blue and white dress, respectively.
Each member of the family lights their own menorah on Hanukkah, the couple said. (Courtesy of Nordstrom)
The campaign features other notable New Yorkers celebrating the holidays, including actress Christina Ricci and her hairdresser husband, Mark Hampton, and actor and singer Leslie Odom, Jr., his wife Nicolette Robinson and their two kids. (Actress Robinson is Jewish, and though the Nordstrom ads mostly focus on their family’s Christmas situation, there is also a menorah in the photos.)
“When they came to us for the project, we actually didn’t realize how public facing it was going to be,” Brown-Rubinstein, an interior designer for Ralph Lauren stores, told the New York Jewish Week. “But we love Nordstrom and everything they stand for, and we feel like we’re just a great team of people. They are always featuring such great people from different communities and we love working with them.”
For the shoot, the couple said they had nearly complete creative control — they picked out the decor, food, prayer books and outfits they would be wearing for their pretend Hanukkah party.
“Everything was kosher, obviously. It’s pretty sick to have our yarmulkes and latkes in a Hanukkah ad and not some wack pajamas,” said Rubinstein. “They [Nordstrom] let it be authentic to us.”
Even the latkes — which one observer likened to a hockey puck — are legit: they brought them in from Russ and Daughters, Brown-Rubinstein said.
“Inclusivity is important to us as a company, and we know it is something our customers value too,” Red Godfrey, vice president of creative at Nordstrom, told the New York Jewish Week via email. “Our campaign spreads cheer by showing the real human connection through warm and intimate moments shared amongst loved ones in their most personal settings.
“We aimed to capture the authenticity of real families making merry together and giving us a glimpse of what the holidays look like in their homes,” Godfrey added.
Rubinstein is part of the Lubavitch community and was raised in Rhode Island, Maryland and Brooklyn — his parents now live in Crown Heights. Brown-Rubinstein, who grew up in Connecticut, attended Modern Orthodox synagogues as a child, but now considers herself more culturally Jewish. The couple is dedicated to raising their daughter with a strong Jewish identity.
“I’m Lubavitch — I live for mivtzoim,” Rubinstein said, referring to Chabad’s outreach to less observant Jews, such as the practice of Chabad emissaries asking New Yorkers on the street if they are Jewish during Sukkot and inviting them to shake the lulav.
Rubinstein said the experience of representing and reaching out to other Jewish New Yorkers via the Nordstrom campaign felt very similar. “It’s an honor,” he said.
Alongside the ads, Rubinstein collaborated with Nordstrom to design two handmade, luxury menorahs in the shape of a car and a truck that can be purchased on Nordstrom’s website for a cool $585 and $800 each.
Mordechai Rubinstein and Sara Brown-Rubinstein live in Greenpoint with their daughter Isabella and are committed to creating a Jewish life for her. (Courtesy of Nordstrom)
The couple also curated their ideal holiday entertaining items on Nordstrom’s website, including menorahs, cutlery, dishes, and other gifts and shared their Hanukkah traditions with Nordstrom, which include making a latke recipe courtesy of Rubinstein’s sister, Chani.
Now that the eight-day holiday is officially here, the family, just like in year’s past, will light their own menorahs; eat latkes, sufganiyot and gelt; and spend time with family and friends at Hanukkah parties.
Though they have worked with Nordstrom before on a Father’s Day campaign, this is the first time the Rubinsteins have showcased their Jewish identity in such a public, outward-facing way.
“I’m like, very Jewy — I’m the most Jewish,” Rubinstein said. “I love sharing when I’m in Crown Heights with my family, or on Jewish holidays and stuff, I try to share as much as I can. But it’s not often that I get to incorporate it into work — like, never.”
“A big part of my work is documenting and capturing how people wear their clothes, so I’ll put up pictures [on Instagram] if I’m in Crown Heights or Hasidic Brooklyn. I’ll definitely photograph and post from there. But as far as modeling in a campaign like this, it’s something I’ve never really done. To be able to wear a yarmulke [in a campaign] is brand new,” he added.
Interestingly, unlike many American department stores — Macy’s, Neiman-Marcus, Bloomingdales and Bergdorf Goodman, to name a few — Nordstrom does not have Jewish roots. Founded in Seattle 1901 by Swedish immigrants who made their first fortune during the Alaskan gold rush, Nordstrom has been expanding ever since. They opened a seven-story flagship store on 57th and Broadway at the end of 2019.
“We’re proud to be a part of the community,” Godfrey said. “We’re particularly excited about the way this campaign is showing up in New York City and have received positive feedback from customers and local New Yorkers who are seeing the images on billboards, in the subway and on buses.”
For the couple, who met at a concert at now-closed Hiro Ballroom in 2007, the reactions to the ad from friends, family and strangers have also been their favorite part of the experience — a teacher at Isabella’s school called with excitement after seeing the family’s photos on the subway. Even strangers have taken to posting and tagging Rubinstein on Instagram when they see spot the ad.
“It’s really been very heartwarming, so many we haven’t spoken to in a long time have reached out,” Brown-Rubinstein said.
The family hasn’t seen the ad all together yet — Brown-Rubinstein and Isabella rarely take the subway — but Rubinstein said he travels on the train specifically so he can see it. “All I want is to get my family in front of the picture of ourselves on a city bus framed,” he said.
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JD Vance continues to minimize right-wing antisemitism as fringe influencers gain ground
(JTA) — Vice President JD Vance again downplayed the idea that conservatives should safeguard their ranks against antisemitism, a week after his ally Tucker Carlson hosted yet another antisemitic conspiracy theorist on his web show.
Vance’s latest brief comments, made Tuesday during an interview with conservative radio host and CNN pundit Scott Jennings, came in response to Jennings asking, “Does the conservative movement need to warehouse anybody out there espousing antisemitism in any way?”
“No it doesn’t, Scott,” the vice president replied, toward the end of their interview.
Vance continued by asserting that conservatives, drawing on Christian influences, were welcoming of all backgrounds.
“I think we need to reject all forms of ethnic hatred, whether it’s antisemitism, anti-Black hatred, anti-white hatred,” he said. “And I think that’s one of the great things about the conservative coalition, is that we are, I think, fundamentally rooted in the Christian principles that founded the United States of America.”
He added, “And one of those very important principles is that we judge people as individuals. Every person is made in the image of God. You judge them by what they do, not by what ethnic group they belong to.”
Vance’s comments follow a series of similar remarks by the vice president over the past month as major right-wing groups such as Turning Point USA and the Heritage Foundation grapple with the growing influence of Nick Fuentes and other openly antisemitic forces. Vance has also indicated his own skepticism in the U.S.-Israel relationship and stated that stopping immigration is the best approach to fighting antisemitism.
One Jewish conservative analyst still employed with Heritage — after a slew of employees left for a competing group — criticized Vance’s latest comments.
“Need a better answer from @JDVance on why the conservative movement should not tolerate antisemitism than what is effectively the equivalent of @TheDemocrats’ ‘…and Islamophobia’ response,” Daniel Flesch, a Heritage policy analyst for the Middle East and North Africa, posted on the social network X.
Flesch referenced his contention that Democratic leaders’ stock answer to addressing antisemitism is that it must be paired with addressing Islamophobia, rather than treated as its own unique problem.
Among Jewish conservatives’ biggest areas of consternation within the party right now: Carlson, the media figure who has platformed Fuentes and other conspiracy theorists while also maintaining close ties with Turning Point, Heritage and Vance himself. This week in Israel’s Knesset, a lawmaker in Prime Minister Benjamin Netanyahu’s Likud party denounced Carlson and fellow podcaster Candace Owens by name in an English-language speech.
Last week Carlson continued to fan the flames by hosting Ian Carroll, a conspiracy theorist who has proclaimed “Israel did 9/11”; that “Israel did their best to embellish and enflame the history books” on the Holocaust; and that sex trafficker Jeffrey Epstein was “working on behalf of Israel.”
Carroll has made inroads in the conservative media sphere for a while. He appeared on Joe Rogan’s mega-popular podcast last year and, in 2024, moderated a campaign event for then-presidential candidate Robert F. Kennedy Jr., today President Donald Trump’s secretary of health and human services. Carroll’s appearance on Carlson’s show came after both Trump and Vance refused to denounce Carlson for his friendly interview with Fuentes last year.
In their Jan. 2 interview, Carroll and Carlson primarily discussed the 2017 mass shooting at a music festival in Las Vegas. Carroll shared numerous conspiracy theories about the events of that evening, during which the shooter also fired rounds at a jet fuel tank stored at a nearby airport.
“And then there’s things happening at the airport that are strange, that there’s some shooting happening at the airport. So it’s like, is this a gang war between the Italian mob and the Jewish mob? Is this a CIA operation that went wrong?” Carroll muses at one point. “Is this, like, a Mossad operation? Any of those things would need to fit the facts.”
Carroll continued, “In lieu of enough facts, you can try to fit a perpetrator to the facts and invent explanations that will work.”
Later in the interview, Carlson muses about Carroll directly to him, “I’ve never seen anybody come to prominence faster, ever, in our world. And that’s led to a lot of speculation that you’re, like, a CIA officer in disguise.”
Carroll then offers, “Or I’m like, Mossad.”
To which Carlson concludes, “My personal explanation is you’re just an amazing explainer and a diligent researcher, and you’re really interested in what’s true. And those are the three qualities that make a successful person in our world.”
The post JD Vance continues to minimize right-wing antisemitism as fringe influencers gain ground appeared first on The Forward.
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EU-Funded NGO Backed Online Platform Targeting Jewish Businesses in Catalonia
Supporters of Hamas demonstrate outside the Israeli Embassy in Madrid, Oct. 18. Photo: Reuters/Guillermo Yllanes Gonzalez
The controversial online platform mapping Jewish-owned businesses, schools, and Israeli-linked companies in Catalonia, a region in northeastern Spain, was promoted by an EU-funded non-governmental organization.
On Tuesday, NGO Monitor — an independent Jerusalem-based research institute that tracks anti-Israel bias among nongovernmental organizations — released new information showing that Engineers Without Borders – Catalonia (ESF-C) and Universities with Palestine (UAP) jointly promoted the BarcelonaZ project on social media, identifying themselves as its primary backers.
First reported by the local Jewish outlet Enfoque Judío, the interactive map was launched by an unidentified group claiming to be “journalists, professors, and students” on the French-hosted mapping platform GoGoCarto.
As a publicly accessible and collaboratively created online platform, the map marked over 150 schools, Jewish-owned businesses — including kosher food shops — and Israeli-linked as well as Spanish and international companies operating in Israel, labeling them as “Zionist.”
“Our goal is to understand how Zionism operates and the forms it takes, with the intention of making visible and denouncing the impact of its investments in our territory,” the project’s website stated.
According to NGO Monitor’s newly released report, ESF-C is a European Union–funded NGO running a Youth Internship Program subsidized by the Public Employment Service of Catalonia, with 40 percent co-financing from the European Social Fund Plus — the EU’s primary program for funding employment, education, and social initiatives.
The EU Financial Transparency System shows that ESF‑C partnered on two EU grants worth about $2.8 million from 2019 to 2023 and received at least $164,000 in funding.
Jewish leaders in Spain have strongly denounced the BarcelonaZ initiative, warning that it fosters further discrimination and hatred against the community amid an increasingly hostile environment in which Jews and Israelis continue to be targeted.
“The mapping and boycotting of Jewish businesses in Catalonia is an echo of some of the darkest chapters in history, including the prelude to the Holocaust in Nazi Germany,” the Combat Antisemitism Movement’s Director of European Affairs, Shannon Seban, said in a statement.
“The organizers of this initiative put a target on the backs of Spanish Jews, at a time when Jews are being hunted across the globe, as seen so horrifically in Australia just three weeks ago,” she said, referring to the deadly attack on a Hanukkah celebration at Sydney’s Bondi Beach, which killed 15 people and wounded at least 40 others.
“Clear incitement to violence of this nature must not be platformed or tolerated by internet companies or government authorities,” Seban continued.
On its website, ESF-C describes its mission as promoting “a fair international society, which does not exclude anyone,” and highlights its commitment to “non-denominationalism and non-partisanship.” Yet, the NGO’s 2024 annual report also asserts that it “cannot ignore the Palestinian resistance, a clear expression of the struggle for freedom of all oppressed peoples.”
In a social media post, the NGO also accused Israel of “genocide” during its defensive campaign against the Palestinian terrorist group Hamas, describing its platform as “a resource designed to inform, raise awareness, and mobilize the educational and student community in Catalonia.”
“The attacks that began on Oct. 7 have involved water and electricity cuts, the boycott of essential water infrastructure, and the contamination of Palestinian water sources,” ESF-C wrote in an Instagram post, without mentioning the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023, which triggered the war in Gaza.
“The violation of these basic rights is a key weapon used by the State of Israel to perpetuate genocide,” the statement read.
NGO Monitor also revealed that UAP is a network of Catalan faculty- and student-led anti-Israel organizations that co-sponsored the BarcelonaZ project.
Last year, UAP organized a “People’s Court” at Complutense University of Madrid on what it called the “Palestinian genocide,” with attendance from several terror-linked NGOs and individuals, including Samidoun, Masar Badil, Al-Haq, and Raji Sourani, NGO Monitor reported.
Several community organizations have filed complaints with GoGoCarto, demanding the site’s removal and arguing that it violates French laws against hate speech and discrimination.
Earlier this week, GoGoCarto announced it had removed the BarcelonaZ project from its website after local groups denounced the initiative as blatantly antisemitic and dangerous.
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Knesset member from Netanyahu’s party decries ‘new enemy’: Tucker Carlson and Candace Owens
(JTA) — In an address to the Knesset on Monday, Likud lawmaker Dan Illouz decried what he said was a “new enemy” rising within American politics: Tucker Carlson and Candace Owens.
“We are used to enemies from outside. We fight terror tunnels of Hamas. We fight the ballistic missiles of Iran. But today I look at the West, our greatest ally, and I see a new enemy rising from within,” said Illouz, who is originally from Canada originally, in an English address. “I am speaking of a poison being sold to the American people as patriotism. I’m speaking of the intellectual vandalism of Tucker Carlson and Candace Owens.”
Illouz’s comments come as the Republican party has been roiled in recent months by debates over the mainstreaming of antisemitic influencers within the GOP.
טאקר קרלסון וקנדיס אוונס הם לא פטריוטים – הם ונדלים אינטלקטואלים. הם טוענים שהם נלחמים בשמאל הקיצוני, אבל הם בדיוק אותו דבר: אותה שנאה למערב, אותו רלטיביזם מוסרי ואותו ניסיון להחריב את המורשת שלנו ואת המערב. pic.twitter.com/ygN70WtGEw
— דן אילוז – Dan Illouz (@dillouz) January 7, 2026
In October, conservative commentator Tucker Carlson hosted far-right antisemitic influencer Nick Fuentes on his platform, igniting outrage from Jewish conservatives who warned of the growing reach of antisemitic voices.
Owens has long made antisemitic rhetoric a hallmark of her YouTube channel, which has 5.7 million subscribers. A recent analysis of her content by the Jewish People Policy Institute found that three-quarters of her videos that mentioned Jews were antisemitic.
“They claim to fight the woke left. They are no different than the woke left,” said Illouz. “The radical left tears down the statues of Thomas Jefferson, Tucker Carlson tears down the legacy of Winston Churchill. The radical left says Western civilization is evil, Candace Owens says the roots of our faith are demonic. It is the same sickness.”
Carlson and Owens are among the right-wing influencers who have made opposition to Israel a centerpiece of their output, at a time when support for Israel is declining among conservatives, particularly younger conservatives.
In November, Amichai Chikli, the Israeli Diaspora minister, echoed Illouz’s concerns in an interview with the New York Post, telling the outlet that he was “far more concerned about antisemitism on the right than on the left.” The comments were notable because Chikli is himself a right-wing, anti-“woke” warrior who, in a first for Israel, has stoked relationships with far-right European parties that in some cases have ties to the Nazis.
“One of the worst moments was when a popular conservative broadcaster called one of the most vile Holocaust deniers in America ‘one of the most honest historians.’ That legitimizes hate — it normalizes it,” Chikli told the New York Post, appearing to refer to Carlson’s past praise of the Holocaust revisionist Darryl Cooper.
Chikli also warned against the rising influence of Fuentes and Cooper among young Americans.
“Antisemitism has become fashionable for Gen Z,” Chikli continued. “They listen to podcasts, not professors. When people like Nick Fuentes or Darryl Cooper are treated as thought leaders, that’s dangerous. These are neo-Nazis.”
The Times of Israel asked Illouz whether he was worried about appearing to interfere with American politics. “Defending the alliance between America and Israel is not interfering,” he said. “I am in touch with many pro-Israel conservatives who know that Candace and Tucker are a threat to America as much as to Israel.”
Top GOP officials, including Vice President JD Vance, have largely dismissed calls from Jewish conservatives, including Ben Shapiro, and others to draw a line against antisemitic influencers.
“Do you think you are the first to try to delegitimize the Jewish people? We are the people of eternity,” said Illouz toward the conclusion of his address, adding that “we will be here long after your YouTube channels are forgotten dust.”
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