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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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A poet’s reaction to this summer’s terrorist attack in Berlin
דעם 25סטן יולי איז דער פּאָעט דזשײק שנײַדער געפֿאָרן קײן װײַמאַר כּדי צו מאָדערירן אַ כּמו־טעלעװיזיע־פּראָגראַם אױף ייִדיש מיט דער אַקטריסע עלענאָר ריסאַ, אַן אונטערנעמונג אין משך פֿונעם פֿעסטיװאַל „ייִדיש־זומער װײַמאַר“. אױף מאָרגן איז ער אַהײמגעפֿאָרן קײן בערלין, װוּ ער האָט מאַרשירט אינעם יערלעכן שטאָלץ־פּאַראַד – אײדער אַ טעראָריסט האָט אַטאַקירט דעם פּאַראַד, דערמאָרדעט אײן פֿרױ און פֿאַרװוּנדיקט מער װי 30 מענטשן. אָט דער „פּאָעטישער באַריכט“ דאָקומענטירט כראָנאָלאָגיש זײַנע פֿראַגמענטאַרישע געדאַנקען און אײַנדרוקן פֿון דעם דאָזיקן מעת־לעת.
װאָס איז טײַטש „לײַװ“?
פֿון דזשייק שנײַדער
פֿאַרבײַגעגאַנגענע רעקלאַמעס׃
פֿאַרטאָפּלט אײַער עקראַנצײַט!
װערט אַ זעלנערין פֿאַר דײַטשלאַנד!
אײַער דירה־געלט איז צו טײַער!
איך דאַרף נאָך מסרן מײַן ראָװער־גנבֿ.
כאַפּן די פֿאַרלאָזלעך פֿאַרשפּעטיקטע באַן.
שױן זיצט מײַן סטודיאָ־עולם און װאַרט.
פּונקט אַזױ װי די װערטער פֿון דער װאָך.
אונטערװאַרטן, אָפּװאַרטן, צוּװאַרטן.
פּונקט אַזױ װי יאַנקלס נײַער װערטער־װידעאָ.
עס װאַרט אַ שיסל מיט ברױנע עם־ען־עמס.
איך האָב שױן אײן מאָל פּראָבירט דעם קלאַנג.
אַ שמועס־שעה אױף פֿאַרשטומטן ייִדיש.
אַ טעלעװיזיע־פּראָגראַם אָן טעלעװיזיעס.
אַ לעבעדיקע לאַכטאַשמע, דאַנקען גאָט.
„אונדזער עולם“ איז דאָך דאָ אין װײַמאַר.
איך דאַרף נישט איבערחזרן אױף כינעזיש.
פּאָסטקאַרטלעך פֿון װאַרשע, סאַו־פּאַולו.
אַכט מדינות… אָבער נישט דײַטשלאַנד.
עלענאָר באַװױנט אונדזער נישט־טעלעװיזיע.
ליבע־בריװ פֿונעם אונטערװעש־שופֿלאָד.
דאָס טײַערסטע קלײד פֿון אַ גאַנץ לעבן.
אַז מען דערמאָנט פֿראַנק לאָנדאָנען…
כּדי צו שטראָמען באַדאַרף מען נײַעס.
אַזאַ מין איצט באַדאַרף אַן איצטיקײט.
אַנישט קומט דער נעטפֿליקס־עפֿעקט.
אָן־סופֿיקע אַפֿישן אַדורכצובלעטערן.
בײַ ממשותדיקע נײַעס קומען שטױס־מעלדונגען.
די מאָבילקעס, טאַבלעטן און זײגערלעך װיברירן.
און שױן איז אונדזער שמועס־שעה פֿאַרבײַ.
שױן האָבן מיר געבענטשט עלעקרטישע ליכט.
געריסן די חלות, געגעסן די אוגערקעס.
אֵין כּל, אֵין כּל, אֵין כּל…. „טײַ“.
נישטאָ קײן צײַט פֿאַר אַ חצות בײַם טײַך.
די באַן פֿאָרט אומהײמלעך איצטיקיסטיש.
אינסטאַגראַם האָט פֿאַרגעסן זײַן ייִדיש.
שױן אַהײמגעפֿאָרן מיטן דינג־ראָװער.
שױן געגלעט מײַן הינטלס קאָנוס־קאָפּ.
שױן אָנגעטאָן מײַן בער־קאָסטיום.
שױן געפֿאָרן צום פּרײַד־לחײם.
שױן געקװעטשט אױפֿן נײַנטן קנעפּל.
שױן איבערגעקערט אַ טעלער מיט נאַשן.
שױן געהערט מעשׂיות פֿון נעכטן בײַ נאַכט.
שױן פּאָזירט אינעם יערלעכן באַלקאָנבילד.
אַלע טראָגן װי תּמיד די סאַמע מאָדישע זאָקן.
אַ פֿרײלעכן פּרײַד. פֿרײלעך צו זײַן פֿרײלעך.
אַראָפּ און אַרױס מיט די אַנדערע פֿײגעלעך.
אַן אַנדער שׂימחה־גרופּע װאַרט שױן אין דרױסן.
איך טאָר נישט קװעטשן דאָס פֿרײלעך־קנעפּל.
איך טאָר נישט נאַשן קײן שװאַמעלע־שאָקאָלאַד.
מיר יאָגן זיך נאָך די אַנטלאָפֿענע פּאַראַד־װאָגנס.
הײַיאָר פּראָקלאַמירט מען כּמו־פּאָליטישע לאָזונגען.
דעות זענען רײצנדיק. די „גוטע גבֿירים“ בלײַבן.
מיר מאַרשירן טאַנצעװדיק, טאַנצן מאַרשירעװדיק.
ס׳איז דער הױפּטשטראָם־פּרײַד, דער באַנאַלער.
נישט דער לעסבישער, נישט דער פּאַלעסטינישער.
מיר פֿאַרלירן אַ חבֿר אַלע פֿינף מינוט.
מיר װאַרטן אױפֿן קלאָזעט־הײַזעלע.
מיר האַלטן זיך אָפּ בײַ נאָלנדאָרף־פּלאַץ.
דאָרט אױבן אַרבעט מײַן צײנדאָקטער!
דאָרט װוּ עס הענגען די נחת־פֿענער!
אַ ביר פֿון אָרגאַנישן סופּערמאַרק.
כּדי אַרײַנצוגײן דאַרף מען זיך אָנטאָן.
איך דאַרף נאָך ענדיקן דאָס „לײַװ“-ליד.
איך דאַרף שפּאַצירן מיטן קאָנוס־קעפּל.
איך דאַרף נאָך שרײַבן עטלעכע רשימות.
קודם־כּל, פֿאַר װאָס נישט אַ שניצל?
די קיך פֿאַרמאַכט זיך צען אַ זײגער.
מיר באַשטעלן אין דער לעצטער מינוט.
מיר עסן דאָס אױסגעפּלאַטשיקטן פֿלײש.
מיר שפּאַצירן אַהײם דורך די געסלעך.
צװײ פֿײגעלעך פֿון אַ גאַנץ יאָר מיט אַ הינטל.
שױן קומען די שטױס־מעלדונגען.
שױן שטײען מיר אױף דער שװעל.
איך דאַרף זיך שױן „מעלדן בשלום“.
איך דאַרף נאָך מעלדן מײַן ראָװער.
איך דאַרף נאָך ענטפֿערן אױף די בריװלעך.
צי בין איך בשלום? װער איז בלשום?
די מלחמה קעגן מלחמות איז אױס.
עס בלײַבן אונדז בלױז מײנונגען.
יעדער אײנער האָט זײַן אָפּרוף.
יעדער אײנער האָט זײַנע דעות.
יעדער אײנער האָט קלוגע פּירושים.
װער זשע װיל זײַן אין די נײַעס?
בערלין קײן װײַמאַר קײן בערלין, 26-25 יולי
The post A poet’s reaction to this summer’s terrorist attack in Berlin appeared first on The Forward.
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These Bundist pioneers were heroes in their time. Would they be in ours?
Academic stars in high school, Abrasha Blum and Luba Bielecka shared a slow burn romance and fervor for radical change. That hardly set them apart amid the ferment after the tsarist empire crumbled in 1919. No one would have predicted that Bielecka would go on to be awarded global nursing’s highest honor and Blum Poland’s equivalent of the Congressional Medal of Honor.
But their story poses a provocation in today’s hyper-polarized politics: Blum and Bielecka were devoted Bundists, and as such, they were not only socialists but anti-Zionists.
That combination can get you labeled today as anti-Israel and antisemitic, and even anti-American. Yet at the time they were Jewish heroes.
Bielecka repeatedly risked her life smuggling children out the Warsaw ghetto under Nazi occupation while directing the sole Jewish nursing school, sustaining its rigorous professional standards even as it was squashed into oblivion. Blum, a physically frail man, was dubbed the “ideological father of armed resistance” in the Bund; he led his band of militants into joining forces with the detested Zionists in the historic Warsaw Ghetto Uprising. When the insurgency was crushed — as all the combatants knew it would be — Blum, an engineer by training, led the surviving remnant through the cavernous sewer system to safety. But soon thereafter, in fleeing the police, he plummeted three stories from an apartment building. Badly injured, he was taken to Gestapo headquarters and never seen again.
Blum and Bielecka engaged the world as they found it and fought for justice for Jews and humanity. Blum’s photo is on display at Yad Vashem, Jerusalem’s Holocaust museum.
A lot has changed in 85 years. In 1939, most Americans Jews opposed Zionism and feared it would be misused by antisemites to justify allegations of dual loyalty. At the time, twice as many Jews lived in Warsaw as in all of British Palestine. The Bund swept 17 of 20 Jewish-designated seats on city council (Blum held one of them), far outdistancing all the Zionists parties together. Socialism made sense to Jewish voters, who were overwhelmingly “blue collar.” And so did doikayt (“hereness”), the doctrine that Poland’s three million Jews belonged there, not in a far-off desert, as the Zionists maintained.
The Holocaust radically and irrevocably changed the landscape. Ninety percent of Polish Jewry was exterminated. Even after the Nazis were vanquished, Jews continued to endure pogroms and were largely purged from Poland’s ruling communist party. By then, Israel was the sole destination in the world that welcomed large numbers of Jews.
Blum and Bielecka’s daughter, 17-year-old Aviva (née Victoria), was among the pioneers who migrated to a kibbutz in the new State of Israel. Zionism offered her the promise of milk and honey in a sanctuary free of antisemitism.
For years, her younger brother, Olek, held fast to his parents’ politics. But he too ultimately exited Poland, not for Israel but for the US, saddened that his father’s dream of “a prosperous Jewish minority inside Poland was impossible to realize.”
Like their parents, Aviva and Olek too engaged the post-WWII world as they found it and sought a better world.
Today, socialism and anti-Zionism are each experiencing something of a revival in the U.S. Self-described socialists have won mayoral elections in New York, Seattle and Washington, D.C. DSA-supported candidates won the Senate Democratic primary in Florida and narrowly lost Wisconsin’s gubernatorial primary. A recent CBS News poll found that 58% of Democrats now hold a favorable view of socialism, whereas only 32% view capitalism positively. The gap is even wider among young people. Jews, despite their relative affluence, remain among the most liberal voters in the U.S., although their current views on socialism have not been scientifically surveyed.
Anti-Zionism looks quite different in 2026 than in 1939, at least to Jews. Israel, approaching its 80th anniversary, is far from the desert mirage ridiculed by pre-war Bundists. While only a minority of American Jews self-describe as Zionists, an overwhelming majority support Israel as a Jewish and democratic state. Yet they are deeply troubled by Israel’s direction: Polls show that Zohran Mamdani, a socialist and anti-Zionist, is more popular among American Jews than Israeli Prime Minister Benjamin Netanyahu.
We’re left with this thought experiment: What if Abrasha and Luba resided in America today? What would they view as justice and how would they engage to achieve it? What if they resided in Israel?
And finally, a question about the rest of us: Would we recognize them as heroes?
The post These Bundist pioneers were heroes in their time. Would they be in ours? appeared first on The Forward.
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AIPAC couldn’t stop Michigan’s El-Sayed in the primary. Now it’s trying again.
AIPAC’s super PAC has re-entered Michigan’s closely watched U.S. Senate race less than a month before the general election, spending nearly $100,000 on mailers attacking Abdul El-Sayed, despite earlier concerns by allies of his Republican opponent, Mike Rogers, that it would boost the Democratic nominee.
The spending of $94,620 by United Democracy Project (UDP) on direct mailers was disclosed in a Friday campaign finance filing. It comes after Rogers publicly welcomed AIPAC’s support during a televised debate last week, reversing the position initially taken by people close to his campaign who worried the pro-Israel group’s involvement could hurt his chances.
A spokesperson for the group told Jewish Insider that the mailers target 130,000 identified Jewish voters in the swing state. It focuses on El-Sayed’s response to an attack on Temple Israel in West Bloomfield earlier this year. El-Sayed drew criticism for saying “hurt people hurt people” when discussing the attacker, whose brother was reportedly a Hezbollah commander killed in an airstrike on Lebanon. El-Sayed later apologized, saying he had been trying to provide broader context for the attack.
UDP spent more than $30 million trying to defeat El-Sayed in the Democratic primary this summer and in support of Rep. Haley Stevens, who lost by about one percentage point.
Following the primary, allies of the Republican nominee reportedly asked AIPAC not to run ads to boost him, fearing that the group’s involvement would give El-Sayed the same political foil that helped him overcome its massive spending in the primary. Axios reported that AIPAC officials didn’t take that rejection easily.
But Rogers appeared to change course last Thursday when asked whether he’d welcome AIPAC’s support.
“Anybody that wants to help my campaign stop a guy who can’t condemn terrorism in our own country because he’s so close to the people who are supporting the Muslim Brotherhood, again, I’ll take all of that help,” Rogers said at Thursday’s televised debate. El-Sayed interrupted to say he had condemned terrorism.
A new super PAC, Together for Michigan, aired an ad during the debate featuring Taylor Weintraub, whose child attends the Temple Israel preschool that was attacked in March.
Rogers went further on Friday at a campaign event with Sen. John Kennedy of Louisiana, accusing El-Sayed of being “so anti-Jewish” that a single mailer had upset him. Rogers said he welcomed help from Jewish supporters seeking to defeat his opponent. Kennedy also attacked El-Sayed, saying AIPAC would not be involved in the race if the Democrat did not “sleep in a Bin Laden jersey.”
El-Sayed, an Israel critic who has made opposition to AIPAC a central part of his campaign, responded by accusing Rogers of desperation. “You know Mike Rogers is in trouble when he begs AIPAC to start spending against me,” he wrote on X.
Some Jewish Democrats are publicly supporting Rogers, saying El-Sayed has failed to assuage concerns in his outreach to Jewish voters and in campaign appearances in recent months. If elected, El-Sayed would become the first Muslim member of the U.S. Senate.
Recent polls show El-Sayed with a narrow lead in the race to replace retiring Democratic Sen. Gary Peters. Recent elections in Michigan have been decided by narrow margins. Trump won the swing state in 2024 by about 80,000 votes, while Democratic incumbent Elissa Slotkin defeated Rogers in the Senate race that year by fewer than 20,000 votes. Four years earlier, Joe Biden won Michigan by about 2.8 percentage points.
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