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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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Hezbollah Leader Leaves Open Possibility of New War With Israel
Lebanon’s Hezbollah Chief Naim Qassem gives a televised speech from an unknown location, July 30, 2025, in this screen grab from video. Photo: Al Manar TV/REUTERS TV/via REUTERS
The head of Lebanese terrorist group Hezbollah said on Friday it retained the right to respond to Israel‘s killing days ago of its top military commander and left open the possibility of a new conflict with Israel.
Naim Qassem spoke in a televised address as fears grew in Lebanon that Israel could escalate its bombardment of the country to compel Iran-backed Hezbollah to relinquish its arsenal across the country, which the group has repeatedly rejected.
Israel‘s killing of Hezbollah’s top military commander Haytham Ali Tabtabai in a strike on Beirut’s southern suburbs on Nov. 23 sharpened those worries.
Qassem said the group would “set the timing” for any retaliation, and said threats of a broader air campaign had no impact on the group – but that renewed war was possible.
“Do you expect a war later? It’s possible sometime. Yes, this possibility is there, and the possibility of no war is also there,” Qassem said.
Qassem did not explicitly say what the group’s position would be in a new war but said Lebanon should prepare a plan to confront Israel that relies on “its army and its people.”
Qassem also said he hoped Pope Leo’s upcoming visit to Lebanon “will play a role in bringing about peace and ending the [Israeli] aggression.”
Lebanon is under growing pressure from both Israel and the United States to more swiftly disarm Hezbollah and other militant groups across the country.
Moments after Qassem’s speech ended, Israeli military spokesperson Avichay Adraee said the Lebanese army’s efforts to seize Hezbollah weapons in the country’s south were “inadequate.”
“Hezbollah continues to manipulate them and work covertly to maintain its arsenal,” Adraee said in a post on X.
But Hezbollah has said it is unwilling to let go of its arms as long as Israel continues its strikes on Lebanese territory and its occupation of five points in the country’s south.
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Supermajority of US Jews See Mamdani as Anti-Israel and Antisemitic, Poll Finds
New York City mayor-elect Zohran Mamdani attends a press conference at the Unisphere in the Queens borough of New York City, US, Nov. 5, 2025. Photo: REUTERS/Kylie Cooper
A strong majority of American Jews perceive New York City Mayor-elect Zohran Mamdani as both anti-Israel and antisemitic, according to a new poll from the Jewish People Policy Institute.
The “Voice of the Jewish People Index for November” reveals a stark and alarming divide between the incoming Mamdani administration and a significant portion of the Jewish population. According to the poll, a substantial two-thirds, 64 percent, of US Jews now perceive him as both anti-Israel and antisemitic, marking the highest percentage recorded for this metric since tracking began earlier this year. Only 9 percent of Jews perceive him as neither anti-Israel nor antisemitic.
Anxieties over Mamdani transcend political lines, with strong majorities of Jews across all but the “strong liberal” cohort believing he holds antisemitic and anti-Israel views. Mamdani’s victory has elicited a strong emotional response, with the dominant post-election sentiment reported being “concern” at 56 percent. In contrast, only 13 percent indicated feeling “hope” after his victory.
The survey of US Jewry paints a picture of a community increasingly on edge over anti-Israel hostility being legitimized in high-profile political office, with the Mamdani election serving as a critical tipping point. Crucially, this apprehension translates directly into fears for physical safety. An overwhelming 67 percent of respondents believe Mamdani’s elevation to office will lead to a direct decline in the security of New York’s Jewish residents, according to the poll.
The results come after Mamdani faced intense criticism from Jewish leaders and pro-Israel advocates for issuing a statement that appeared to legitimize a gathering of demonstrators who called for violence against Jews outside a prominent New York City synagogue last week. The protesters were harassing those attending an event being held by Nefesh B’nefesh, a Zionist organization that helps Jews immigrate to Israel, at Park East Synagogue in Manhattan.
The mayor-elect issued a statement that “discouraged” the extreme rhetoric used by the protesters but did not unequivocally condemn the harassment of Jews outside their own house of worship. Mamdani’s office notably also criticized the synagogue, with his team describing the event inside as a “violation of international law,” an allegation apparently referencing Israel’s settlement policies in the West Bank.
The Jewish People Policy Institute’s poll also reveals that a commanding 70 percent of US Jews self-identify as Zionist, reinforcing that support for Israel is a central, non-negotiable pillar of their identity. Conversely, only 3 percent of respondents identify as anti-Zionist, undercutting the notion that support for the Jewish state is not popular among the vast majority of the Jewish community. Furthermore, a decisive majority of 72 percent indicated that anti-Zionism is antisemitism, while a mere 11 percent indicated that anti-Zionism and antisemitism represent two separate belief systems.
On the broader security landscape, concern over rising antisemitism is nearly universal. While a majority (62 percent) expressed concern about antisemitism emanating from both the political right and left, the breakdown confirms a distinct partisan fear. Staunchly liberal Jews are more worried about the right, while staunchly conservative Jews are more worried about the left, though the anxiety itself is broad and deep.
In recent months, popular conservative pundits such as Tucker Carlson and Candace Owens have gone viral by launching antisemitic tirades and participating in Holocaust denialism, underscoring concern that anti-Jewish opinions are becoming mainstreamed among the American right. Likewise, anti-Israel protests have ravaged American universities in the two years following the Hamas-led Oct. 7, 2023, slaughters in Israel, highlighting the pervasiveness of anti-Jewish sentiment in left-leaning spaces such as academia.
The Big Apple has been ravaged by a surge in antisemitic incidents since Hamas’s Oct. 7, 2023, massacre across southern Israel. According to police data, Jews were targeted in the majority of hate crimes perpetrated in New York City last year. Meanwhile, pro-Hamas activists have held raucous — and sometimes violent — protests on the city’s college campuses, oftentimes causing Jewish students to fear for their safety.
Mamdani, a far-left democratic socialist and anti-Zionist, is an avid supporter of boycotting all Israeli-tied entities who has been widely accused of promoting antisemitic rhetoric. He has repeatedly accused Israel of “apartheid” and “genocide”; refused to recognize the country’s right to exist as a Jewish state; and refused to explicitly condemn the phrase “globalize the intifada,” which has been associated with calls for violence against Jews and Israelis worldwide.
Leading members of the Jewish community in New York have expressed alarm about Mamdani’s victory, fearing what may come in a city already experiencing a surge in antisemitic hate crimes.
A Sienna Research Institute released in early November poll revealed that a whopping 72 percent of Jewish New Yorkers believe that Mamdani will be “bad” for the city. A mere 18 percent hold a favorable view of Mamdani. Conversely, 67 percent view him unfavorably.
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Somaliland Partnership Could Be a ‘Game Changer’ for Israel in Countering Houthis, Experts Say
Smoke billows following an Israeli air strike in Sanaa, Yemen, Sept. 10, 2025. Photo: REUTERS/Khaled Abdullah
Israel’s potential partnership with Somaliland could be a “game changer,” boosting the Jewish state’s ability to counter the Yemen-based Houthi terrorist group while offering strategic and geographic advantages amid shifting regional power dynamics, experts assessed.
The Institute for National Security Studies (INSS), a prominent Israeli think tank, released a new report arguing that Somaliland’s strategic position along the Red Sea, its closeness to Houthi-controlled areas in Yemen, and its willingness to work with pro-Western states could make it a key ally for Israel, benefiting both nations amid rising regional volatility.
Somaliland is an unrecognized state in the Horn of Africa, situated on the southern coast of the Gulf of Aden and bordered by Djibouti to the northwest, Ethiopia to the south and west, and Somalia to the east.
Unlike most other states in the region, Somaliland has relative security, regular elections, and a degree of political stability — qualities that could make it a valuable partner for international allies and a key player in regional cooperation.
“Somaliland’s significance lies in its geostrategic location and in its willingness — as a stable, moderate, and reliable state in a volatile region — to work closely with Western countries,” the INSS report said.
“Somaliland’s territory could serve as a forward base for multiple missions: intelligence monitoring of the Houthis and their armament efforts; logistical support for Yemen’s legitimate government in its war against them; and a platform for direct operations against the Houthis,” it continued.
The Iran-backed terrorist group has been waging an insurgency in Yemen for the past two decades in a bid to overthrow the Yemeni government.
Since 2014, the Houthis have controlled a significant portion of the country’s northern territory and areas along the Red Sea, which they captured in the midst of a civil war.
The Yemeni terrorist group began severely disrupting global trade with attacks on shipping in the Red Sea corridor following the Hamas-led invasion of and massacre across southern Israel on Oct.7, 2023, arguing their aggression was a show of support for Palestinians in Gaza.
Since the start of the Israel-Hamas war, Houthi terrorists in Yemen have regularly launched missiles and drone attacks targeting the Jewish state. However, the Iran-backed group has stopped firing in recent weeks, amid the current ceasefire in Gaza.
The Houthi rebels — whose slogan is “death to America, death to Israel, curse the Jews, and victory to Islam” — said they would target all ships heading to Israeli ports, even if they did not pass through the Red Sea.
According to the newly released study, Israel could gain multiple advantages from formal recognition of Somaliland, including a pro-Western partner with substantial mineral resources and a rare foothold of stability along the Red Sea.
Beyond targeting Israel, the Houthis have threatened — and in some cases attacked — US and British ships, prompting both Western allies to carry out multiple retaliatory strikes against Houthi targets in Yemen. The US and the Houthis reached a ceasefire in May that did not include Israel.
“Since the Gulf states, the United States, and Israel have all fought the Houthis in recent years without achieving a decisive outcome, Somaliland’s location — and the possibility of operating from its territory — could be a game changer,” the study noted.
In the wake of the Oct. 7 atrocities, the Houthis — designated as a terrorist organization by several countries including the US, Saudi Arabia, Malaysia, the United Arab Emirates, Australia, Canada, New Zealand, and Israel — have launched over 200 missiles and 170 attack drones in repeated attacks against the Jewish state.
“Beyond its valuable location, no less important is the fact that Somaliland’s government is eager for broad cooperation with pro-Western states — a combination of willingness and capability,” the report said.
“Messages from Somaliland indicate that [the country] is prepared to maintain broad security relations with the US, including hosting an American base, and even with Israel,” it continued.
Amid rising tensions in the Red Sea and shifting regional dynamics, the report noted that informal contacts already exist between senior officials of the two states, paving the way for potentially significant formal relations.
At a time when Israel is facing a hostile campaign from some Western and regional actors, Somaliland’s largely pro-Israel public discourse suggests it could serve as a reliable and supportive partner in the region, according to INSS.