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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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The real reason Clavicular is in Israel
Clavicular is partying in Tel Aviv this week.
If you don’t know who that is, first of all, I’m happy for you. Clavicular is a looksmaxxer, part of an online male subculture that subscribes to the idea that becoming as hot as possible is the main, perhaps the only, meaningful thing to do with one’s life, and the only road to success. To achieve peak hotness — “ascend,” in looksmaxxing lingo — followers of the doctrine engage in such activities as hitting themselves in the face with a hammer to supposedly sharpen their jaw line (“bone-smashing”), or taking steroids and meth to improve their physique.
The last time Clav — as people call him, though his real name is Braden Peters — went viral, it was for getting turned down repeatedly by French women during Paris fashion week. The time before that was for dancing with a bunch of far-right influencers, including noted antisemite Nick Fuentes and manosphere titan Andrew Tate, to Kanye West’s Führer-sampling song “Heil Hitler” and singing along to the offensive lyrics.
Which is why Clavicular’s sudden appearance in Israel was such a surprise — and a controversial one. In one video, the bouncer at a Tel Aviv club kicks him out, saying no one who hates Israel is welcome inside. Several Israeli feminist influencers have also decried his visit, pointing to his bad behavior with women. And, of course, countless users online have accused him of normalizing genocide, including mega-popular streamer Hasan Piker. But others are excited by his presence; a female IDF soldier is also appearing in his videos (she’s now facing disciplinary action for the collab), as is Chabad influencer, Yossi Farro and he’s drawn excited crowds in Tel Aviv.
Farro was perhaps the first Jewish influencer to court Clavicular after the “Heil Hitler” incident; his usual schtick is wrapping tefillin with celebrities. But he made a video last month feeding the looksmaxxer the traditional Ashkenazi Shabbat stew cholent — Clav said it was good — and it went viral in the Jewish world, where people decried the effort at rehabilitation. But the clip also went viral with antisemites: Fuentes said he wanted to hang a mezuzah and get in with Jews, too.
The first announcement that Clavicular was in Tel Aviv also came with a post from Farro, crossposted by several large Jewish social media accounts. In the video, Farro gifts Clav a memento that could not be more of our times: a necklace featuring an OpenAI logo with a Star of David in the middle. Later, he posted a video of a conversation with Clavicular calling the biblical Joseph the first looksmaxxer. It felt surreal.
That’s the whole point. Clavicular is just as obsessive about his fame as he is about his looks. Clicks boost accounts no matter whether they’re from haters or followers; monetized social media pays the same amount for adoring comments as it does for ones calling Clavicular evil and praying to spit on his grave. Engagement is engagement. (Farro, who didn’t reply to a request for comment, seems to be operating by the same philosophy.)
The simple answer as to why he was in Israel was because it would be controversial — which it was — and controversy earns him money and eyes. Clavicular said that he noticed everyone was talking about the nation, but almost no influencers were going. He figured he would go viral if he bucked the trend. It’s not by accident that Clav’s one-time publicist, Mitchell Jackson, specializes in cancelled figures of all political persuasions, including Candace Owens, Caroline Calloway and an OnlyFans model named Adam22. The point is attention, not adulation.
In an interview with The Free Press, Clavicular said he did not see his visit as political; he came to party. And he criticized the idea that a young influencer should have any political take, or that the outlet should even ask about his views. He doesn’t know about anything but looksmaxxing, he wrote in a post, and believes it’s irresponsible for him to talk about anything else. While one could say advising teens to take steroids and meth is also irresponsible, he’s not wrong about his ignorance of geopolitics.
But many Israelis and Jews are happy to have him, despite his “Heil Hitler” singalong. Israel has been short on positive PR, and Clav has called the country beautiful and fun. Never mind that Clavicular is followed by at least as many haters, watching out of Schadenfreude, as he is fans, and hardly brings uncomplicated good vibes to Israel with him. At least someone popular among the youth, who are increasingly critical of Israel, said something good about the nation. Many Israelis seem desperate enough for global goodwill that they’re willing to overlook Clav’s antisemitism. People are even claiming he’s Jewish now. (And maybe he is; he hasn’t confirmed or denied, but he’s certainly never mentioned it before.)
And, of course, Clavicular does have adherents who believe anything he does is cool, that he’s always “mogging” (dominating via his powerful aura, more or less). So even if he proclaims he has no political opinion, everything is politics and his presence serves to cast Israel in a more positive light, even if it’s the nihilistic glow of an amoral influencer who cares about looking good above all else. He may be cringe, but he’s popular. Maybe that’s enough for some, but it highlights how low the bar is for Israel’s public image in this moment.
For Clavicular, though, it’s all a game. He doesn’t care about Israel’s image or the war in Gaza or settlers or Palestinians. His only side is his own, and even then he doesn’t need to be popular; he only needs to be seen. He said he plans to stream in Russia next.
The post The real reason Clavicular is in Israel appeared first on The Forward.
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Another Graham Platner potential replacement now says Israel committed genocide in Gaza
(JTA) — Graham Platner concluded his Senate bid on a pro-Palestinian note on Friday, in the last lines of a letter to Maine’s secretary of state formally withdrawing his candidacy.
“F*ck ICE. Free Palestine. Up the Hearts,” Platner wrote before signing off with the valediction, “Solidarity forever.”
The secretary of state, Shenna Bellows, is among the candidates seeking to replace Platner on the ballot, and she soon adopted his stance on Israel. Before becoming secretary of state, Bellows was the executive director of the Holocaust and Human Rights Center of Maine.
Asked about Platner’s letter on CNN’s “The Source” on Friday, Bellows said she agreed with Platner’s claim that Israel committed genocide in Gaza. “Yes. Israel — the Israeli government is committing genocide in Gaza right now,” Bellows said. “And we should not be sending any taxpayer funds to be conducting that harm.”
Bellows did not immediately respond to a Jewish Telegraphic Agency request for comment on Monday.
Platner, a Democrat, posted the letter nearly two days after announcing that he would leave the race, following sexual assault allegations that caused even his most devoted allies to drop their support. It was a remarkable fall for an oyster fisherman and populist who emerged out of political obscurity to command such a lead that Maine’s governor, Janet Mills, suspended her own campaign in April.
In both the speech his announcing his withdrawal and the letter, Platner has painted his exit as the result of a conspiracy against him and the progressive movement, rather than a consequence of accruing controversies that undercut his ability to win in November.
“All we were asking for was healthcare, was to end the genocide, to use our taxpayer dollars at home to uplift our communities instead of waging war overseas,” Platner said in a Facebook address announcing his exit, two days before sending the formal letter.
Platner’s successor will be selected during a nominating convention on July 25. Since his exit, candidates vying to replace him have staked out their own stances on Israel, with others besides Bellows saying publicly for the first time that they believe Israel committed genocide in Gaza. Israel and its supporters reject the claim, which a recent poll found that half of Democrats believe.
This article originally appeared on JTA.org.
The post Another Graham Platner potential replacement now says Israel committed genocide in Gaza appeared first on The Forward.
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Rep. Ro Khanna says armed settlers detained him in the West Bank; IDF disputes account
(JTA) — California Democratic Rep. Ro Khanna, who is eyeing a 2028 presidential bid, says he was detained last week by armed Israeli settlers in the West Bank last week — and that Israeli soldiers who arrived “took the settlers’ side.”
The IDF disputed that characterization. The military said in a statement that it received a report of Israeli civilians unlawfully blocking the vehicles of foreign nationals and members of the media near the Palestinian West Bank hamlet of Khirbet Zanuta, and that troops dispatched to the scene “quickly dispersed the Israeli civilians” and reopened the road. Its soldiers, the IDF said, did not take part in blocking the road. The military also said Khanna did not coordinate his visit with the IDF.
The incident took place Wednesday during Khanna’s to the West Bank and broke into public view over the weekend, as Khanna made a number of allegations against the Israeli military while sharing his account.
Khanna’s description of the length of his delay has varied, from about 20 minutes to 90 minutes. Khanna has also claimed the Israeli government and the U.S. Embassy were notified of his trip.
Israel’s ambassador to the United States, Yechiel Leiter, disputed that on Sunday, saying Khanna’s office had asked only about visas and declined the embassy’s request to coordinate the trip. Leiter also said Khanna’s office had not responded to an offer of meetings with survivors of the Hamas-led Oct. 7 attack.
The incident is the latest flashpoint in mounting criticism of Israel within the Democratic Party, where Khanna is a leader of the pro-Palestinian left flank.
Khanna has repeatedly pointed out that the settlers carried American-made M4 rifles, which he described as “machine guns.” Khanna has called for a ban on all U.S. weapons sales to Israel, including defensive Iron Dome munitions.
In the wake of Oct. 7, Khanna has evolved from a staunchly pro-Israel Democrat into one of Israel’s fiercest critics in Congress. He went from taking money from the liberal J Street and voting to fund Israel’s Iron Dome in 2021 to securing the backing of Track AIPAC, a group that monitors donations from pro-Israel organizations and issues endorsements and “anti-endorsements” of candidates.
Appearing on “Meet the Press” on Sunday, Israeli Prime Minister Benjamin Netanyahu said Israel is “a country of laws” that prosecutes lawbreakers, and attributed settler violence in the West Bank to roughly 150 “juvenile delinquents” he described as unrepresentative of a mostly law-abiding settler community. He said he does not want “vigilantes of any kind.”
Appearing after him on the same broadcast, Khanna rejected the Israeli account. “The IDF is lying,” he said, calling for an investigation of the four soldiers.
“He said Israel is a country of law and order,” Khanna said about Netanyahu. “Well, let me be very specific. The prime minister needs to open an investigation on these violent settlers who are connected to Yinon Levi, who has destroyed Zanuta’s village and is a known person who has killed Palestinians.”
Levi was indicted last year following the fatal shooting of a prominent Palestinian activist, Awadh Hathaleen, in a village neighboring Kirbeit Zanuta.
Khanna is not the first American to have been detained in the West Bank. In March, CNN’s Jeremy Diamond and his crew were detained for about two hours by Israeli reservists while reporting in the northern West Bank. In that case, in which the crew recorded a soldier assaulting a detainee and making inflammatory comments about Jewish control of the disputed region, the Israeli military suspended the battalion involved and apologized to CNN, with its chief of staff calling the episode a “grave ethical incident.”
In Khanna’s case, no arrests have been made — though the IDF said in its statement that the identity of at least one armed individual is under review.
This article originally appeared on JTA.org.
The post Rep. Ro Khanna says armed settlers detained him in the West Bank; IDF disputes account appeared first on The Forward.
