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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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Israel’s First Ambassador to Somaliland Acclaims Deepening Partnership, Broader Strategic Outreach in Africa
Israeli diplomat Michael Lotem in Kenya, July 2025. Photo: Screenshot
The relationship between Israel and Somaliland has rapidly evolved into a strategic partnership spanning security, energy, infrastructure, and economic cooperation, according to the Jewish state’s first ambassador to the self-declared republic, who noted the strengthening of ties was part of a broader outreach effort by Jerusalem across Africa.
“They are looking to deepen cooperation in nearly every field — from energy and infrastructure to technology, education, and communications — and their desire to work with Israel is stronger than ever,” Michael Lotem said of Somaliland in an interview with Israeli news outlet N12 published on Friday.
“Security discussions are naturally part of the relationship, but our political dialogue extends far beyond that into many different areas,” he added.
In December, Israel became the first country to officially recognize the Republic of Somaliland as an independent and sovereign state.
Somaliland, which has claimed independence for decades in East Africa but remains largely unrecognized, is 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 south and east. It has sought to break off from Somalia since 1991 and utilized its own passports, currency, military, and law enforcement.
Unlike most states in its region, Somaliland has relative security, regular elections, and a degree of political stability.
Last month, Israel appointed Lotem as its first ambassador to Somaliland, after the two governments formally established full diplomatic relations.
Lotem, who was serving as a non-resident economic ambassador to Africa at the time of his appointment, will now shift to work as a non-resident ambassador to Somaliland. He previously served as Israel’s ambassador to Kenya, Uganda, Tanzania, Malawi, and Seychelles, a position he concluded in August.
In his interview, Lotem described the growing bilateral relationship as part of Israel’s broader diplomatic and strategic push across Africa, saying the partnership also sends a wider message of legitimacy and engagement to Muslim-majority countries throughout the region.
“Over the past several years, Israel has invested significant diplomatic effort in strengthening its presence across Africa, an initiative that Foreign Minister Gideon Saar has strongly prioritized, and the results are already becoming visible very quickly,” the diplomat said.
He also pointed to what he described as major untapped potential for economic cooperation, particularly regarding Somaliland’s vast natural resources and minerals sector — including oil, gas, coal, iron, and gold.
“They are extremely interested in partnering with Israel across the entire minerals industry supply chain,” Lotem said, adding that there are also strong prospects for cooperation in energy, medicine, agriculture, education, water management, and communications.
“We hope more countries will come to recognize the strategic value and importance of this relationship,” he continued.
Although no other UN-recognized country has formally recognized Somaliland (Taiwan did so in 2020), several — including the United Kingdom, Ethiopia, Turkey, the United Arab Emirates, Denmark, and Kenya — have maintained liaison offices, allowing them to engage diplomatically and conduct trade and consular activities without full formal recognition.
According to experts, the growing Israel-Somaliland partnership could be a “game changer” for the Jewish state, boosting the country’s ability to counter the Iran-backed, Yemen-based Houthi terrorist group while offering strategic and geographic advantages amid shifting regional power dynamics.
“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,” argued a report by the Institute for National Security Studies (INSS), a prominent Israeli think tank.
“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.
Somaliland President Abdirahman Mohamed Abdullahi has previously said that the republic would join the Abraham Accords, calling it a step toward regional and global peace and affirming his government’s commitment to building partnerships, boosting mutual prosperity, and promoting stability across the Middle East and Africa.
The strategic partnership comes at a time when Israeli and US officials have warned of rising Islamist terrorist threats across Sub-Saharan Africa, placing the region at the forefront of global concern over jihadist activity.
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‘We Are One Community’: New York University Condemns Swastika Flag Raised Near Campus
Swastika flag raised over New York University this week. Photo: Screenshot
New York University (NYU) on Thursday condemned the raising of a flag containing the swastika near its campus in the Greenwich Village section of New York City, an incident which comes amid a spate of antisemitic hate crimes across the municipality.
“Campus safety responded immediately to remove it, and we are working closely with the NYPD to identify whoever is responsible,” NYU said in a statement after news of the act went viral on social media. “We are one community. We protect each other. And we will not let hate and division find a foothold on our campus.”
Designed to counterfeit NYU’s official purple and white standard, the offensive display featured two swastikas flanking the Star of David in a blue and white color palette representing the state of Israel. Historically, similar illustrations and symbols signal belief in antisemitic conspiracies of Jewish power and control, and in recent years anti-Zionists at NYU have castigated the university’s academic partnerships with Israel, as well as its efforts to combat antisemitism.
Anti-Zionists active in the Students for Justice in Palestine (SJP) organization have alluded to antisemitic conspiracies to criticize Israel’s alliances before. Just last month, SJP’s Duke University chapter posted on social media a political cartoon in which “Zionism” is personified as pig hoisting a Star of David while its arm interlocks with another pig, labeled “US Imperialism,” hoisting the Torch of Liberty.
Historically, depicting Jews as pigs has been done to reduce them to the status of animals and mock the fact that dietary restrictions forbid Jews to eat pork.
The perpetrators of the NYU incident remain at large. The incident comes amid a surge in antisemitic hate crimes across New York City.
Jews have been targeted in the majority of all hate crimes committed in New York City this year, continuing a troubling trend of rising antisemitism following Hamas’s Oct. 7, 2023, massacre across southern Israel.
Over the past couple weeks, there have been multiple incidents of rampant swastika graffiti across the borough of Queens, highlighting the extent of the antisemitism crisis in the city home to the world’s largest Jewish population outside of Israel.
Meanwhile, mobs of anti-Zionist activists have descended on multiple synagogues over the same period to protest Israeli real estate events.
In addressing the swastika flag incident on Thursday, New York City Mayor Zohran Mamdani, who has been accused of doing too little to combat the rise in antisemitism, appeared to acknowledge the Jewish community’s concerns about the intentions of his administration.
“This hateful antisemitic act was meant to spread fear among and intimidate Jewish New Yorkers. It has no place in our city,” he said. “Our administration is committed to fighting antisemitism in all its forms and protecting the safety of Jewish New Yorkers. The NYPD Hate Crime Task Force is investigating this despicable act, and I am confident those responsible will be held accountable.”
Follow Dion J. Pierre @DionJPierre.
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Dan Bilzerian Accused of Inquiring About Assassinating Ben Shapiro, Israeli Officials
Dan Bilzerian arrives at the Fashion Nova x Cardi B Collection Launch Party held at the Hollywood Palladium on May 8, 2019, in Hollywood, Los Angeles, California, United States. Photo: Xavier Collin/Image Press Agency/NurPhoto via Reuters Connect
Two of the loudest online antisemitic voices have accused US congressional candidate Dan Bilzerian of telling them he wanted to assassinate Daily Wire co-founder Ben Shapiro and target Israeli officials.
“The first time I met Dan Bilzerian at his house, he had us put our phones in another room, then asked me how difficult it would be to assassinate Israeli government ministers,” Nick Fuentes posted on social media earlier this month. “Then he invited me to Dubai and Qatar, which I declined. On his way there he was ambushed by the FBI.”
Bilzerian, a social media personality, launched a bid last month to unseat incumbent Republican Rep. Randy Fine in Florida’s 6th Congressional District.
Days later, Israel’s Ministry of Diaspora Affairs and Combating Antisemitism named Bilzerian in a published report as the most influential antisemitic figure in the world.
“To be honest with you, the only real battle in the world today I see worth fighting is f**king exterminating Israel,” Bilzerian said in a recent interview with fellow antisemitic influencer Sneako. “I mean, I would sign up tomorrow and go f**king put boots on the ground and go f**king kill Israelis.”
Lucas Gage, another prominent antisemitic voice on X, replied to Fuentes’ original posting, claiming a comparable experience when visiting Bilzerian.
“HOLY F**K. Nick, I swear to God, he did the same thing to me,” Gage wrote. “He walked me and Jake up to that room with a batting cage. We put our phones on the couch and went up to that secluded room with the big TVs. He asked me about where Ben Shapiro lived and how he could be taken out.”
Fuentes speculated that the visits could have served as some sort of set-up, responding, “This is getting really weird man. I wonder if anyone else has had a similar experience? Seems like his move was to invite all of the prominent JQ influencers to his place in 24/25, maybe the whole thing was like an Epstein-style honeypot. I just thought he was really dumb.”
Bilzerian, who has openly fantasized about murdering Jews, has faced legal controversies in the past.
In 2014, Miami-based model Vanessa Castano filed a $1 million lawsuit against Bilzerian which stated he “violently and intentionally kicked plaintiff in the face while wearing what resembled military boots.” The case was dismissed or otherwise disposed of; Bilzerian faced no criminal charges and insisted on his innocence.
Bilzerian recently referred to Fine, his opponent in the Republican primary, as a “fat Jew.”