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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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Russians Retreat as Al Qaeda-Linked Jihadists, Tuareg Separatists Kill Mali’s Defense Minister, Capture Key Town
A Malian soldier stands in position with his weapon during an attack on Mali’s main military base Kati outside the capital Bamako, Mali, April 25, 2026. Photo: REUTERS/Stringer
The military junta in Mali came under attack this past weekend in multiple locations across the expansive desert nation, resulting in the death of Defense Minister Sadio Camara and the seizure of Kidal, a key town in the African country’s eastern region.
The strikes resulted from an alliance between Jama’at Nusrat al-Islam wal-Muslimin (JNIM,) an Al-Qaeda-linked jihadist group fighting to establish a state governed by strict Islamic Shariah law, and the Azawad Liberation Front (FLA), a Tuareg rebel separatist militia which seeks to form an independent nation in Mali’s northeast.
Local sources told France 24 that the groups had seized control of Kidal, a reported FLA stronghold, on Monday. This victory followed the retreat of Russia’s Africa Corps, the mercenary organization the Malian government had contracted at a monthly rate of $10 million to provide security.
Fox News Digital reported reviewing video of Russian mercenary casualties and Russian vehicles fleeing Kidal. An FLA spokesperson told the Associated Press that Russia’s Africa Corps had withdrawn and that a “white” agreement had been made.
Other locations hit by attacks included Kati, Gao, Sévaré, and Mopti.
JNIM took credit for bombings at Mali’s primary airport in Bamako.’
Meanwhile, JNIM is the suspect of a car bomb planted outside Camara’s home which exploded on Saturday, killing Mali’s top military leader and three other family members.
The attacks tell “every Malian, every regional capital, and every foreign partner that JNIM can operate at will inside the supposedly secure heart of the state,” Justyna Gudzowska, executive director of The Sentry, an investigative and policy group, told Reuters.
Mali’s military junta, which has ruled since August 2020, on Monday announced injuries sustained by two of its other leaders, Gen. Oumar Diarra, who serves as chief of the armed forces’ general staff, and Gen. Modibo Koné, director of the National Security Agency.
Yvan Guichaoua, a Sahel specialist at the German research center BICC, told Reuters that the attacks intended to “decapitate” the government.
A spokesperson for the US State Department said that the United States “strongly condemns” the terrorist attack in Mali.
“We extend our deepest condolences to the victims, their families, and all those affected,” the spokesperson added to Fox News Digital. “We stand with the Malian people and government in the face of this violence. The United States remains committed to supporting efforts to advance peace, stability, and security across Mali and the region.”
A statement from the office of UN Secretary-General Antonio Guterres said he is “deeply concerned by reports of attacks in several locations across Mali. He strongly condemns these acts of violence, expresses solidarity with the Malian people, and stresses the need to protect civilians and civilian infrastructure.”
Ulf Laessing, head of the Sahel program at the Konrad Adenauer Foundation in Germany, told Germany’s DW that the strikes were the biggest he had seen in the country in years.
“Remarkably, there has been a coordination between jihadists and Tuareg rebels, which have nothing in common, but they have a joint enemy,” Laessing said. “They staged together an attack in 2012 and took over northern Mali. Then later they fell out. The jihadists got rid of the Tuaregs. So, it’s remarkable that they made a comeback.”
According to a statement from Russia’s foreign ministry posted to Telegram, 250 militants struck the Bamako Senou International Airport and the military base nearby.
“The Malian Armed Forces repelled the attack and are currently taking further steps to eliminate the militia that may have been, reportedly, trained by Western security agencies,” the foreign ministry said. “Russia is deeply concerned about these developments. This terrorist activity poses a direct threat to the stability of friendly Mali and could have the most serious consequences for the entire region.”
Laessing also spoke to the Associated Press, calling the attack a major blow to Russia.
“The [Russian] mercenaries had no intelligence about the attacks and were unable to protect major cities,” he said. “They have unnecessarily worsened the conflict by not distinguishing between civilians and combatants.”
“The fact that the Malian military intelligence has not been able to detect that these attacks were about to take place is a major failure for them,” Nina Wilen, director for the Africa Program at Egmont Institute for International Relations, told DW, saying the attacks revealed how “strong JNIM has become over the past year.”
She noted that Camara had been a key figure in establishing relations with Russia, making him a symbolic figure to target and send a message opposing the presence of Russian troops.
Islamist activity in the Sahel of Western Africa has risen in recent years, causing analysts to label the region the most lethal place on the planet for terrorist deaths, with JNIM leading the body count.
The trend has caught the attention of Washington, DC.
“Across the Sahel in West Africa and in East Africa, terrorist groups are expanding, embedding, and operating with increasing capability,” US Sen. Ted Cruz (R-TX) said during a hearing last week on terrorism in Africa. “ISIS affiliates and al-Qaeda-linked groups are growing, controlling territory, and exploiting weak governance.”
“In region after region, terrorist groups are outpacing the ability of local governments to respond,” Cruz added. “The failures threaten our interest globally and endanger the American homeland. The threat is rapidly growing and demands attention.”
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US soldier charged for threatening to ‘kill every single Jew’ inside of a synagogue
(JTA) — A soldier stationed at Fort Polk in Louisiana was arrested last week after he told users on the popular messaging platform Discord that he planned to conduct a mass shooting at a synagogue.
Jakob Marcoulier, 22, was arrested last Thursday and charged with transmitting a threat in interstate commerce after the FBI’s National Threat Operations Center received a tip in February that he had made threats toward synagogues, according to the U.S. attorney’s office for the western district of Louisiana.
According to court documents, the FBI obtained audio from Discord in which Marcoulier allegedly said, “After this deployment if the Jews still have reign over our government, I am going to walk into a synagogue with my AK, with a 75-round drum mag, and all of my extra mags, with my level four plates, and my haka helmet that’s three plus, and I am going to kill every single Jew I know inside of that synagogue. And that’s my goal in life.”
During the communications, Marcoulier told the other users, “You guys will never do anything about but I will. I just have to finish this, I have to go back overseas and do what I have to do. And then you’ll see me in the news. I promise you.”
He also allegedly said that he would “kill these motherf—kers in order to make sure the white youth is f—king secured.”
It was not immediately clear when Marcoulier made the comments, but the United States and Israel jointly attacked Iran on Feb. 28 following a buildup of U.S. troops in the Middle East.
The Iran war has put Jewish institutions across the country and the around the world on high alert, with attacks on synagogues including arsons in Europe and a synagogue ramming in suburban Detroit last month.
“Threats against synagogues and Jewish Americans are threats to the religious freedom promised to every single one of us, and this Office and our law enforcement partners are committed to protecting those freedoms,” United States Attorney Zachary A. Keller said in a statement.
The post US soldier charged for threatening to ‘kill every single Jew’ inside of a synagogue appeared first on The Forward.
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J.D. Salinger asked publishers to remove references to his Jewish heritage, newly surfaced letters reveal
(JTA) — Acclaimed author J.D. Salinger asked his publisher to remove references to his Jewish heritage in the book jacket of “The Catcher in the Rye,” newly surfaced letters from 1951 reveal.
The request came in a letter from Salinger, a notoriously private man, and his editor, John Woodburn at publisher Little, Brown and Co. The correspondence, which took place in early 1951, predates the first publication of “The Catcher in the Rye,” Salinger’s hit coming-of-age novel.
“I don’t know that I’d like to have that Jewish-Irish business slapped on the jacket,” Salinger wrote. “Surely if it’s catchy, that is.”
The letter has come to light because Peter Harrington Rare Books, a bookseller based in London, has listed it as part of a package for sale in the New York International Antiquarian Book Fair, which begins on Thursday.
“The Catcher in the Rye,” a contemporary classic following the life of angsty boarding school student Holden Caulfield, is one of the best-selling books of all time.
Caulfield’s character is of Irish heritage, like Salinger’s mother. But Salinger was the son of Sol, a cheese salesman (whose wares might have been kosher) and the grandson of a rabbi on his father’s side. His mother, Marie Jillich, went by Miriam to appease her in-laws who disapproved of the mixed marriage. He learned his mother’s real name only around the time of his bar mitzvah.
To Woodburn, Salinger wrote that he worried about being pigeonholed as a Jewish-Irish writer if the book broadcast that information.
“My Jewish-Irishness isn’t quite so bizarre, as, say, [James] Thurber’s eyesight,” Salinger wrote, referring to the American author and cartoonist, who was legally blind by that time. “But nonetheless, second-rate reviewers would probably find the information just provocative enough to use and misuse over and over again, and I’d end up being expected to wear a Star of David and a Shamrock on the back of my sweatshirt. So, please, let’s be careful.”
Salinger’s other famous works include the 1948 short story “A Perfect Day for a Bananafish,” which follows the Irish Catholic-Jewish Glass family, who also make appearances in “Franny and Zooey.”
The letters, previously unpublished, were acquired from a private collector and will be on view at the New York International Antiquarian Book Fair at the Park Avenue Armory from Thursday to May 3.
The bookseller is also currently offering a first edition of the script of West Side Story, inscribed by all four writers of the play, book, and music: Leonard Bernstein, Jerome Robbins, Arthur Laurents, and Stephen Sondheim. Peter Harrington has also sold a rare, first printed edition of “De Bello Judaico” by Josephus Flavius, the first-century Roman-Jewish historian.
The triad of letters is currently offered at a set price of $47,500 and includes two typed letters by Salinger, with his signature, and a carbon copy of Woodburn’s reply. It also includes a reference to one of Salinger’s “lost stories,” a prequel to “Catcher in the Rye” that was not to be published until 50 years after his death.
Salinger died in 2010 at the age of 91. The “lost story,” “The Ocean Full of Bowling Balls,” was set to be published in 2060, but in 2013, it was pirated and leaked online.
The post J.D. Salinger asked publishers to remove references to his Jewish heritage, newly surfaced letters reveal appeared first on The Forward.