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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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The post This Brooklyn family’s Hanukkah celebration is all over New York’s subway appeared first on Jewish Telegraphic Agency.
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Why is Britney Spears studying Hebrew?
It’s Britney, Yitz!
Continuing a curious social media trend that has previously seen appreciation for the beards of chess-playing Chabadniks and the Zohar hidden among baby clothes, Britney Spears took to Instagram Sunday to post a Hebrew Book of Psalms and the Lekutei Amaraim, or Tanya, a Hasidic book of sayings.
The caption reads: “I’m extremely bored !!! Learning Hebrew reading right to left !!! Beautiful language !!!” (A previous caption, posted Sunday, was more cryptic, concluding “God speed little man !!! I love u !!!,” perhaps indicating the presence of a havruta or someone in her life who keeps his mitzvot.)
What exactly is happening here? Is Spears, like Marilyn before her and Sydney Sweeney now, about to dip her toe into the mikveh?
The best clue we have isn’t from Spears’ page, but from Israeli model Natalie Dadon, who tagged the “Hit Me Baby One More Time” singer in a selfie with the Tanya. “Finally, it’s possible to tell,” Dadon posted, in a gallery with Hebrew language news coverage of the posts. Dadon did not immediately respond to a request for comment.
Dadon’s social media presence involves Tanya study, which itself is a cornerstone to Lubavitch philosophy (so perhaps is connected to the Chabad chess players whose beards Spears so admired) and adjacent to Kabbalah.
Spears is no stranger to Jewish subjects. Around the time she locked lips with Madonna at the 2003 VMAs, she started, like so many others, to look into Kabbalah, as this handy timeline from Hey Alma notes. She has a Hebrew tattoo of letters that signify healing in kabbalistic texts and was apparently once attached to star in a Holocaust-time-travel-romance film called The Yellow Star of Sophia and Eton, which now that I’ve heard of it I will never shut up about.
She has credited Kabbalah with helping her through a difficult time in her life and has been spotted wearing a star of David.
But we should approach Spears’ dalliance with Judaism, now sandwiched on her Insta page between a call-out of her sister Jamie Lynn and a NSFW video of her dancing with a rose Emoji as a fig leaf, with some healthy skepticism.
Her Instagram bio currently reads “Pray Every Day” with a prayer hands emoji next to a Bible emoji with a cross. She’d still appear to be Christian — or, at the very least, waiting for the new iOS update with the Tanya emoji.
The post Why is Britney Spears studying Hebrew? appeared first on The Forward.
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Haley Stevens cheered at Jewish day school after endorsing GOP Senate candidate
(JTA) — Democratic Michigan U.S. Rep. Haley Stevens was given an extended ovation at a fundraising gala for a Detroit-area Jewish day school Sunday, hours after her endorsement of Republican Mike Rogers for Senate.
Stevens, a longtime pro-Israel stalwart, was celebrated at the Yeshiva Beth Yehudah annual dinner as many members of her party across the country spoke out against her decision to break with Democratic nominee Abdul El-Sayed.
Video of Stevens’ minute-long standing ovation was shared on social media by representatives of Agudath Israel of America, a major Orthodox advocacy group. Strongly pro-Israel Jews have largely lauded her move to Rogers, which she said came about in part because of her objections to El-Sayed’s past relationship with anti-Israel streamer Hasan Piker.
Also on Sunday evening, Stevens struggled to explain the timing of her decision in an interview with CNN’s Anderson Cooper. One consistency in her response was her belief that she was helping Democrats beat back antisemitism within their own party.
“I’m trying to help the Democratic Party. I felt the same way about Graham Platner and his Nazi tattoo,” Stevens said, referencing the Maine Senate candidate who ultimately stepped down from the nomination. Asked if she believed El-Sayed is antisemitic, she responded, “I think some of the actions have certainly been antisemitic, Anderson, but I’m just sick of who he stands with.”
She named Piker and “the uncle,” referring to Piker’s uncle Cenk Uygur, whose PAC produced an ad supporting El-Sayed that blamed Israel for the price of groceries. After Stevens publicly pressured El-Sayed to condemn the ad’s contents, the candidate appeared to do so on Saturday night, which Stevens celebrated in a statement — hours before endorsing Rogers.
To Cooper, Stevens suggested that many other Democrats felt the way she did.
“I’ve been hearing from a ton of Dems, Anderson, who have said, ‘Thank you. This is how we felt.’ They haven’t liked this campaign. It’s painful,” she said. A growing number of Michigan Jewish Democrats have pledged to vote for Rogers, though more than 1,000 have also signed a letter pledging to vote for El-Sayed.
Yeshiva Beth Yehudah is spread across multiple suburban Detroit campuses and is the largest Jewish day school in the state. Its annual fundraising dinner, “An Evening of Unity,” is known for drawing big national names in politics and the media, usually from both major parties.
Kentucky Gov. Andy Beshear, a Democrat, was the evening’s keynote speaker, and the gala program also featured personal letters from President Donald Trump and Vice President JD Vance.
But it was Stevens, a regular supporter of the school, who turned the most heads. She was also presented with what the emcee called “a specially designed, illuminated book of the five scrolls of our prophets, which remind you all of our heartfelt esteem and appreciation for who you are.”
The yeshiva’s leadership also extended warm wishes to Stevens’ Jewish fiancé, Democratic megadonor Jason Turkish, whom the yeshiva’s emcee described as “our dear friend.” Turkish’s own endorsement of Rogers came days before the congresswoman’s.
This article originally appeared on JTA.org.
The post Haley Stevens cheered at Jewish day school after endorsing GOP Senate candidate appeared first on The Forward.
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These Michigan rabbis couldn’t get El-Sayed’s attention. Now they’re going national.
(JTA) — ANN ARBOR – Shortly before an Oct. 24 rally featuring Michigan U.S. Senate candidate Abdul El-Sayed and former President Barack Obama in Detroit, 250 rabbis from across the country urged them both to take their concerns more seriously about El-Sayed’s position on Israel.
The rabbis were speaking on behalf of a group called Nonnegotiable Michigan, and they require El-Sayed to commit to their five demands before they will support him. In this case, they wanted him to vocalize support for “Jewish statehood in Israel” and a commitment to safety for “Zionist Jews” — and to do it onstage.
To their disappointment, neither headliner mentioned the movement or its demands — and El-Sayed will soon wrap his campaign, likely without having done so at all. Now the nascent movement is facing criticism from Jews to its left that the tactic backfired and made Jews more vulnerable.
In the campaign’s final days, Nonnegotiable’s attempt to find a voice in the race has also been overshadowed by pro-Israel Democratic congresswoman Haley Stevens’ endorsement of El-Sayed’s opponent, Republican former congressman Mike Rogers.
Still, the letter was the biggest rabbinical foray into U.S. politics since more than 1,100 clergy signed an open letter last year condemning “rising anti-Zionism and its political normalization” shortly before the election of New York City Mayor Zohran Mamdani. The Michigan letter also signaled that even beyond the state, a sizable cohort of Jews are trying to state their principles amid shifting faultlines in the Democratic Party.
The organizers of Nonnegotiable are undeterred by the party’s silence. They are seeking a new national platform for liberal Zionist Jews to assert their priorities in politics.
“I do think it’s a template for a national model,” Rabbi Aaron Starr, one of Nonnegotiable’s co-founders, told the Jewish Telegraphic Agency. “I’m certainly looking beyond this election. In two years there will be a presidential election, and another slate of candidates for elected office.”
Starr, of the Conservative Congregation Shaarey Zedek in Southfield, a Detroit suburb, said Nonnegotiable’s biggest goal was to “name the priorities that were most core to mainstream American Jews.” He believes they have accomplished that.
As Israel seems sure to remain a hot-button topic for the American electorate in the 2028 presidential race, Starr sees the need for Jews to assert their priorities as urgent.
“Everyone recognizes the growing extremism among political parties and politicians these days,” he said. “Everybody, and especially rabbis, recognizes that extremists could pop up in their own districts and their own states. So they want a forum to be able to communicate ways by which we reject extremism.”

National spotlight
Nonnegotiable’s organizers told JTA they have gathered 1,900, mostly anonymous, signatures to date within Michigan. That figure would be larger than the combined totals of named Michigan Jews who have signed open letters pledging to vote for El-Sayed (1,000) and Rogers (560).
Nationally, the organization says 4,560 people have signed the petition, including the rabbis from out of state who have joined up with the movement in its final days. The other clergy were sourced from rabbinical networks on social media, and come from 34 different states and Washington, D.C. A good chunk of them serve active congregations.
Many are from liberal or swing states, including Rabbi Samuel Stern of Temple Beth Sholom in Topeka, Kansas, where another close Senate race is unfolding. Stern told JTA he signed in order to call out “the anti-Zionist hatred that we see coming out of different political sides and candidates.”
For the rabbis on the letter, El-Sayed’s rhetoric in Michigan looms large in their states, too — in some cases, larger even than more local antisemitism controversies.
At a recent rally in Kansas, President Donald Trump used the term “Shylock,” widely considered to be an antisemitic slur, when referring to a controversy involving the GOP incumbent senator suing patients with medical debt.
Stern, though, said that his Kansas congregation was generally more concerned about El-Sayed’s rhetoric on Israel several states away than Trump’s remarks closer to home.
“It really didn’t play that much here,” the rabbi said, of Trump’s comment. “I don’t know what that means for us, or for any of the other Jewish communities, but it wasn’t as prevalent here. We’ve heard more about what Dr. El-Sayed has said, his anti-Zionism, and been more concerned about that, than about the offhand comment by President Trump.”
Nonnegotiable has also expanded onto college campuses, with an organizing campaign that has quickly formed at the University of Michigan. Around two dozen Jewish students have publicly added their names to the letter.
“I really resonated with what Nonnegotiable stands for,” student organizer Jacob Reich, who is involved in various Democratic Party initiatives on and off campus, told JTA. “I felt torn between both my Jewish identity and my identity as a Democrat.”
Among Reich’s biggest concerns about El-Sayed, he said, was the candidate’s widely criticized “hurt people hurt people” remark made after a March attack on the state’s Temple Israel. The attacker’s family members were killed in Lebanon in an Israeli strike.
El-Sayed has since apologized for those comments, and his campaign has sent mailers to Jewish households in which he pledges to fight antisemitism. Reich said he appreciated the letter, but added, “I don’t think it went far enough to address a lot of the missteps that he’s taken.”
Whose nonnegotiables?
Rabbis friendlier with El-Sayed have argued the movement is ineffective at messaging; could boost Republican policies most Jews strongly oppose; and ignores ways in which the candidate has sought to improve his relations with Jews.
Some have aired those grievances to the movement’s leaders directly.
“Nonnegotiable describes itself as an invitation rather than an ultimatum,” Rabbi Alana Alpert, of Detroit-area Congregation T’chiyah, wrote privately to the campaign’s organizers in an Oct. 8 letter. “It has had the opposite effect, driving a wedge between the campaign and Jewish interests.”
In her previously unpublicized letter, which she recently shared with JTA, Alpert compared Nonnegotiable to Uncommitted, the 2024 activist campaign in Michigan that sought to pressure then-President Joe Biden on Gaza by withholding primary votes for him. The Uncommitted movement later refused to endorse replacement nominee Kamala Harris. Trump went on to win Michigan, and the general election.
The two campaigns used “similar language,” Alpert wrote. She told her fellow rabbis that they were now “dealing with the choices, coalitions, and consequences of an actual general election with far-reaching implications.”
Rabbi Nate DeGroot, who heads the progressive Shalom Center and serves two Michigan synagogues, laid out 10 alternative “nonnegotiables” of his own that he argues “Michigan Jews care just as much about.”
In an essay shared with JTA in advance of its publication, DeGroot’s own nonnegotiables include “fierce condemnation of Christian nationalism”; support for abortion rights and trans rights; and a “commitment to beating swords into plowshares,” a phrase originating in the bible that DeGroot said should also apply to opposing the U.S.-Israeli war in Iran.
Rogers would fail to meet those criteria, DeGroot wrote. Both he and Alpert are supporters of Michigan Jews for Democracy, an ad-hoc group organizing for El-Sayed.

One argument Nonnegotiable’s critics have made is that the movement has had the net effect of benefitting Rogers, who has made an aggressive play for the Jewish vote while employing campaign language about the Muslim Brotherhood that many have argued embraces Islamophobic tropes.
Organizers have expressly denied that their cause is partisan, though some of the big names who signed the Nonnegotiable letter have since cast their ballots for Rogers.
At a recent Republican Jewish Coalition event staged for Rogers, some speakers directly referenced El-Sayed’s refusal to engage with Nonnegotiable as part of the reason not to vote for him.
“When rabbis and Jewish leaders within El-Sayed’s own party came to him with five basic, nonnegotiable commitments, fundamental principles of Jewish safety, identity, and self-determination, they asked him to affirm these commitments clearly and unequivocally,” Lauren Slutsky, a parent of a Temple Israel preschooler, told the crowd. “Weeks later, we’re still waiting.”
She argued, “If a candidate cannot clearly say that Jewish safety, including the safety of Zionist Jews, is nonnegotiable, why should our community or anyone in our community give him our vote?”

Accusations flying
Nonnegotiable’s organizers have denied that their group is affiliated with any Jewish cause but their own. Zioness, which bills itself as a progressive Zionist group, is boosting them.
Yet some Jews see in the movement an echo of more hardline pro-Israel sentiment.
J Street, the national liberal Zionist lobby, seized on a video accidentally posted to Nonnegotiable’s Instagram account that showed the account holder texting with David Victor, a former president of AIPAC and a Michigan resident. The pro-Israel lobbying giant has spent millions against El-Sayed in both the primary and the general election.
The gaffe, J Street vice president of political and digital strategy Tali DeGroot told JTA, was potential evidence that Nonnegotiable’s organizers were coordinating with AIPAC-aligned figures.
“Our fear from the start with Nonnegotiable is that it plays directly into the hands of Republicans who are cynically using the issue of antisemitism for their own political gain,” DeGroot, who has no relation to Nate DeGroot, told JTA. The texting, she insisted, “just validates that fear even more.”
J Street has not formally endorsed El-Sayed, but the lobby is generally supportive of his campaign and is spending against other AIPAC-aligned candidates this midterm cycle. Neither AIPAC nor Victor responded to JTA requests for comment.
Nonnegotiable organizers, however, dispute this account and have expressly denied any involvement from AIPAC in the group.
“If I had been aware of any of the establishment forces being involved in this, or if there was a whiff of partisanship, I would not have gotten involved,” Matt Zerwekh, an initial signer of the letter who leads Temple Emanu-El in the Detroit suburb of Oak Park, told JTA.
Some have even vocally opposed the powerhouse lobby. One of Nonnegotiable’s co-founders, Rabbi Josh Whinston of Ann Arbor’s Temple Beth Emeth, published an op-ed in the Detroit Free Press on Friday condemning AIPAC for quoting him in anti-El-Sayed mailers distributed to Jewish households.
On Sunday afternoon, hours after Stevens’ endorsement of Rogers, Nonnegotiable gathered again on Zoom with guests including Zionist pundit Hen Mazzig and Michigan U.S. Rep. Hillary Scholten.
At the exact same moment as the call, pro-Israel congressional candidate Jeremy Moss was joining a cohort of Democrats castigating Stevens for her endorsement. Nonnegotiable leaders saw it differently: Starr praised Stevens for her “bravery.”
Others, such as Scholten, didn’t raise the subject at all. The congresswoman instead praised the U.S.-Israel relationship and the Iron Dome defensive system. “I’m so proud to stand as a friend and ally of our Jewish community right now,” she told those on the call.
The real purpose of the call, though, was for Nonnegotiable to suggest that Jews could write in a candidate instead of voting for either nominee.
Their top write-in pick: Emma Lazarus, the 19th-century Jewish poet best known for having her work engraved on the Statue of Liberty.
This article originally appeared on JTA.org.
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