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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 boycott of Israel is increasingly targeting individuals
As Israel’s international pariah status grows, the movement intended to boycott and isolate the country is starting to target individual Israelis — including many with little or no connection to Israel’s actions, and in some cases those who are aligned with its international critics.
Organizers of the boycott, divestment and sanctions movement, which seeks to isolate Israel, have focused on organizations and companies that they contend support the Israeli state, whether or not they are located in Israel, while cautioning that “it does not call for or condone boycotts of individuals because of their Israeli or Jewish origin.”
But that doesn’t stop it from happening.
Nadav Lapid, an Israeli filmmaker and dissident living in France, was the latest victim of this trend. But it has also hit Israeli celebrities who have posted perfunctory statements of solidarity with the country, Israeli musicians with no controversial statements and Israeli chefs operating restaurants in the United States. Israelis have been assaulted for speaking Hebrew abroad, and Israelis studying at American universities have reported being ostracized by classmates.
R.F. Kuang, an American author, even faced backlash from fans for including an Israeli character in her latest novel.
Sometimes the Israelis who face opprobrium are genuine advocates for the country. Others are just Israelis who have expressed warm feelings toward their homeland. Deni Avdija, a star forward on the Portland Trail Blazers, is a prime example of this. He has not shared his political views about Israel or its actions in Gaza, once wrote “Am Yisrael Chai” on his sneakers and wrapped himself in an Israeli flag courtside after Oct. 7.
“I obviously stand for my country, because that’s where I’m from,” he told the Athletic. “I don’t really get into politics, because it’s not my job.”
He scoffed at “all this hate” from fans who act “like I’m deciding things in the world.”
***
The justification for this kind of targeting varies, but it centers on a few key arguments. One is a misunderstanding of the boycott movement and its demands. An Israeli Harvard graduate student recounted a classmate who requested not to work with the Israeli student because “they had pro-Palestinian politics that required them to avoid normal relations, such as collaborating on a school group project, with an Israeli.”
This is not what the BDS movement classifies as “normalization,” which it describes as Israelis and Arabs sharing a public platform together.
Other arguments for shunning Israelis raise thornier issues.
Two major claims center on the premise that Israeli Jews are uniquely complicit in their country’s human rights abuses. If you believe that Israel is a settler colony operating under an apartheid regime, then the country’s Jewish citizens are benefiting from this dynamic in ways that, say, Russian or Chinese citizens do not inherently benefit from their own government’s problematic actions.
And, more tangibly, Israel’s policy of mandatory service in the Israel Defense Forces means that most of its Jewish citizens serve in the military — helping the government maintain its policies toward the Palestinians regardless of their personal political views.
This can be distilled into a neat story of collective guilt — Israelis are all settlers on stolen land, and none of them are true civilians because they are either future or former soldiers — that was used by some extremists to justify Hamas attacking Israeli civilians on Oct. 7 and is used more casually to hound Israelis in the diaspora.

Some Israeli celebrities are sympathetic to those who expect answers from them about their stance on Gaza. “For many people to have me say something about that publicly is really important, like, ‘OK you’re from Israel what do you think about that?’” Noga Erez, one of Israel’s most popular musicians who has played multiple international tours, told the Associated Press two years ago.
But Erez has declined to share her own views, instead expressing a vague desire for peace.
This may be partly due to the social cost that Israelis can pay at home for speaking out abroad. Five years ago, Erez told a British magazine that “BDS did an important job in putting the spotlight on the situation” but that she hoped the movement would shift to “discourse and connection.”
After an outcry in Israel — where supporting the boycott movement is illegal — Erez hastened to insist that “I love Israel and do not support any kind of boycott of my people and my country.”
The incident underscored the relatively scant room in Israel for dissent over how the country treats Palestinians.
While Israeli Jews express plenty of disdain for Prime Minister Benjamin Netanyahu, only the tiniest fraction (1%) agree with the core contentions of anti-Zionist activists abroad that the country should be replaced with a Palestinian or binational state. And 82% support expelling the population of Gaza, while 76% agree that “there are no innocent people in Gaza.”
This is part of what happens when you have two ethnic or national groups engaged in a century of often vicious violent conflict. Seventy-one percent of Palestinians in the West Bank and Gaza recently ranked the humanity of Israeli Jews at a flat zero on a scale of one to 100.
But the point is that if you’re opposed to Israel’s existence on political grounds, the odds are quite high that you’re also diametrically opposed to the political views of most Israelis — something that is not true when it comes to American Jews.
That is a key distinction because even if one believes that Israel is an apartheid state that committed genocide against the Palestinians in Gaza, it should still be easy to avoid harassing American Jews with no connection to the conflict.
But almost all Israelis have a bona fide connection, meaning that whether you find it problematic to demand answers from Israelis likely depends on your view of the conflict itself.
If you accept, for example, that the IDF has committed repeated war crimes and is otherwise oppressing Palestinians, then the objections from Palestinian students at Columbia and other universities to being in class with Israeli veterans may sound reasonable.
On the other hand, if you understand the IDF to be the world’s most moral army that sought to avoid civilian casualties in Gaza, then any objection to working with Israeli veterans would smack of absurdity and perhaps antisemitism.
At the same time, the kneejerk tendency to assume that any Israeli is an enemy, solely based on their place of birth, can quickly slip into dangerous territory.
Lapid, the filmmaker, is perhaps the most absurd case of this. He has lived in self-imposed exile in France since 2021 and has accused his own government of “genocidal” actions but was nevertheless was by French activists after a film festival in Marseille named him to its panel of judges.
His supposed crime? Accepting funding from the Israel Film Fund for his movie Yes, a biting satire whose protagonist is recruited by a billionaire to write an anthem celebrating the mass murder of Palestinians in Gaza after the European Union’s cultural fund turned him down because they thought the film was too anti-Israel. This prompted 10 filmmakers to pull their projects from the festival.
“What exactly do they want? That I stop making films? Should I leave France,” Lapid asked Le Monde.
For many of Israel’s supporters, Lapid’s experience is proof that the demonstrators don’t make any distinctions between Israelis like Lapid — a longtime thorn in the government’s side — and a celebrity like Gal Gadot, the Wonder Woman actress who has said she wants to “help obtain worldwide support” for Israel.
“Nadav Lapid doesn’t understand that Israel’s haters don’t differentiate between us, no matter how much he tries to curry favor with them,” Miki Zohar, Israel’s culture minister, wrote on X. “He will always be, to them, a Jew from Israel.”
But Lapid himself, who bowed out of the festival voluntarily rather than fighting the boycott directly, found himself reassured by two letters of solidarity from hundreds of French film industry leaders.
“Whatever crimes their state may commit,” the first letter argued, “no one can be reduced to a passport.”
The post The boycott of Israel is increasingly targeting individuals appeared first on The Forward.
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Rank Islamophobia in Congress is a crisis for American Jews
A growing caucus in the House of Representatives is targeting Muslims, and American Jews should be deeply concerned.
The Sharia-Free America Caucus, established in December, now boasts more than 60 members, all of whom are Republican. In announcing its establishment, one of its founders, Rep. Chip Roy of Texas, warned that, “from Texas to every state in this constitutional republic, instances of Sharia adherents masquerading as ‘refugees’ — and in many cases, sleeper cells connected to terrorist organizations — are threatening the American way of life.”
His language was reminiscent of past xenophobic claims made about Irish and Jewish immigrants flooding the country with, respectively, Catholicism and communism. And the fact that the caucus has expanded in influence speaks to the continued radicalization of the Republican Party and the growing threat of American Christian nationalism. The attacks on our Muslim neighbors from the party in power call for Jews to stand up in defense of the value of religious pluralism in the United States.
American Muslims are the right’s immediate targets. But Muslims and Jews both stand to lose if the U.S. becomes an even less liberal and more strictly Christian nation than it is today.
A fictional threat
No one should dismiss the Sharia-Free America Caucus as a flash in the pan. Its membership includes a member of the Republican House leadership, Majority Whip Tom Emmer of Minnesota, who has said that “Sharia is completely incompatible with the American way of life and threatens the very fabric of our society.”
The caucus has introduced a number of pieces of legislation to combat the fictional threat of Sharia law, prompting a public letter signed by 119 Democrats demanding the House leadership not allow a vote on these ridiculous bills.
The Democrats are right to be drawing attention to this appalling demonstration of rank bigotry by dozens of Republican members of Congress. It should go without saying that there is no threat of Sharia law supplanting secular American law. Such talk is nothing but the crude fantasy of demagogues.
Instead, the caucus is twisting ordinary religious practices to demonize millions of Americans.
Sharia law, like Jewish halacha, is an unsettled body of religious law that has been interpreted, reinterpreted, and debated for centuries. In the U.S., scholars of Islamic law can weigh in on certain kinds of civil cases such as business disputes. This is exactly how batei din operate for many observant Jews: not as structures that replace American law, but as mechanisms that specific communities turn to voluntarily to help decide internal questions.
Just as the establishment of a Halacha-Free America Caucus would be an illegitimate and plainly hateful assault on the dignity of American Jews, so the existence of this caucus is an insulting act of bigotry toward American Muslims. The message being sent to them is clear: You do not belong here, and if you want to stay out of trouble, you can only practice your faith in ways the majority religious group finds acceptable.
A dark American history
These attacks against Muslims are continuous with a strain of illiberalism and xenophobia in the history of the U.S. with which Jews should be familiar. Yes, this country welcomed ships of Eastern European Jewish refugees at Ellis Island; but it also enacted the 1924 Johnson-Reed immigration quotas — which ultimately helped trap Jews in Nazi-occupied Europe.
After the Sept. 11, 2001 terrorist attacks, American Muslims faced widespread discrimination in the name of national security — including illegal detainments and unconstitutional invasive police surveillance of communities. Once the terrorism panic subsided, Islamophobia became a standard part of the right-wing playbook.
Perhaps no one has been as brazenly hateful as President Donald Trump, who during his first campaign famously proposed a moratorium on Muslims entering the U.S., which he enacted shortly after assuming office; lied about witnessing thousands of Arab Americans in New Jersey celebrating 9/11; and has in recent years taken to using “Palestinian” as a slur. Right-wing panics over the construction of mosques and even the simple act of Muslims praying in public now occur with shocking regularity.
An alarming outlook for religious minorities
Political conditions have worsened considerably for American Muslims in recent years. Even amidst the hysteria and abuse of power after 9/11, the message of President George W. Bush was rhetorically often one of inclusion.
Such nods to religious freedom are few and far between today. Parts of the right openly portray American Muslims as an enemy fifth column. “Mainstream Muslims have declared war on us,” Rep. Randy Fine of Florida, who is Jewish and has drawn criticism for his Islamophobic rhetoric, declared. “The least we can do is kick them the hell out of America.” Just last week, months after signing a law supposedly banning Sharia from Texas, Gov. Greg Abbott said Democrats in his state supported the institution of Sharia. And despite being the target of recent violent attacks, American mosques and Islamic centers are set to be largely excluded from the Department of Homeland Security’s Nonprofit Security Grant Program.
Trump’s administration has claimed to make defending American Jews from antisemitism a top priority. But a governing party that rejects religious pluralism and embraces Islamophobic conspiracy-mongering is not seriously committed to fighting religious hatred. Jews must understand that any “protection” offered on these terms is a poisoned chalice.
Efforts to circumscribe national belonging in the U.S. on religious and racial grounds have never been beneficial to American Jews. In response to the demonization of American Muslims today, Jews should not forget this truth. No minority is safe from the bigotry currently targeting our Muslim neighbors. We must stand up in their defense, and work continuously for a country that belongs to all of us equally.
Abe Silberstein is a doctoral student in the joint program in History and Hebrew & Judaic Studies at New York University
The post Rank Islamophobia in Congress is a crisis for American Jews appeared first on The Forward.
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You’re wrong, Ken Paxton: Obviously God is nonbinary
We are living in a time of reactionary masculinism. Roaring back not only against wokeness and MeToo but against half a century of feminism and a century of women’s suffrage, conservative American men have reasserted a hyper-traditionalist, hyper-violent form of masculine dominance, from the UFC matches on the White House lawn to Pete Hegseth’s pastor calling for the repeal of the 19th amendment.
And now, to the Texas Senate race, in which religious progressive Democrat James Talarico is running against the multiply indicted, investigated, and impeached Republican Ken Paxton, who among other things has taken bribes, committed adultery, and barely avoided conviction for securities fraud. Like all Trump wannabes, Paxton peppers his talks with vulgar schoolyard insults, calling Talarico “Low-T” (i.e. low testosterone, not manly enough), ‘Talafreako,’ and, I guess worst of all, a vegan. (Talarico is not a vegan.) Most recently, Paxton’s campaign has ridiculed comments Talarico made in 2021 that “God is both masculine and feminine and everything in between. God is nonbinary.”
But for anyone conversant with Jewish theology, this is obvious. Of course, God is nonbinary.
Genesis 1:27 states clearly: “And God created the human in His image; in the image of God He created him; male and female He created them.” Meaning, both male and female are the ‘image’ (whatever that means) of the Divine. Of course, God has masculine pronouns here, but so do the words for socks, houses and money; Hebrew lacks a non-gendered case (until recent innovations). And just a few verses earlier, in Genesis 1:2, the Spirit of God gets a feminine verb form (merachefet, ‘hovers’). As Talarico put it:
The first two lines of the Bible, the first two lines in Genesis, use two different Hebrew words to describe God. One is the masculine Hebrew noun for divinity. The second is the feminine Hebrew noun for spirit. God is both masculine and feminine and everything in between. God is nonbinary.
More broadly, throughout the Bible, God is referred to in both masculine metaphors — Father, King, etc. — and feminine ones, like a loving Mother (Isaiah) or feminine Wisdom (Proverbs).
Jewish theological and theosophical speculation is even more clear. The philosophical God of Maimonides, for example, is beyond all form, and certainly all gender. The Kabbalistic Godhead, meanwhile, contains aspects (sefirot) that are masculine, feminine, both masculine and feminine, and genders that change depending on the moment. This is not merely abstruse speculation; every Friday night, traditional Jews welcome the Sabbath Queen to their places of worship. Who do you think we’re referring to here?
Indeed, one could say that God is the most nonbinary thing (or non-thing) in the universe, since in many Jewish theologies, God is nondual, beyond all binaries and dualities we humans construct to understand our world. In these conceptions, God is everything (yesh) and nothing (ayin), filling the universe and surrounding it, form and emptiness.
Now, obviously, Ken Paxton is not interested in theology; he’s just scoring political points, and desperately trying to change the subject. And with animus against transgender people rising (due to massive campaigns to lie about them for Republican political gain) he wants us to think that James Talarico’s God is nonbinary like a they/them teenager is nonbinary — i.e., conforming neither to masculine nor feminine gender roles. (In fairness, Talarico made his 2021 comments in the context of a political debate about transgender children and sports, and has lately has walked back the comments, calling them “cringey.”)
But just because Paxton is being cynical doesn’t mean his attacks aren’t harmful. They are at once ignorant and insulting, pathetically wrong and offensively backward.
I don’t mean to whitewash or wokify the often patriarchal Jewish tradition. Again, there are plenty of masculine images of God in Jewish liturgy, tradition, and text — maybe too many. The Biblical God has a bad temper, gets jealous easily and lashes out with violence. God is a Man of War, says Exodus 15:3, which scholars believe to be one of the oldest Biblical sources. And for every Lecha Dodi welcoming the Divine Feminine, there are dozens of blessings of God, the King of the World. Yet ultimately, these are aspects, projections and metaphors of the Divine, not the Divine itself. And just as the Greek and Indian pantheons include multiple manifestations of divinity, Jewish monotheism (and monism) contains within it multiple manifestations of a transcendent God ultimately beyond all myth, explanation, and categorization.
Likewise in the New Testament, which has ample male and female metaphors for the Divine, and ample statements that God transcends gender entirely (e.g. John 4:24). And not just God, but human souls as well; one of the most famous, and impactful, statements in the New Testament is the Apostle Paul’s statement in Galatians 3:28 that “there is neither Jew nor Gentile, neither slave nor free, neither male nor female, for you are all one in Christ Jesus.” Obviously, Paul doesn’t mean that there is no sex or gender at all, but he does mean that in terms of what matters most (which Paul understands to be the spirit), gender and ethnicity are irrelevant.
If only the Ken Paxtons of the world understood that.
Even if Paxton got the Bible right, however, his theological attacks on James Talarico would still be un-American. In fact, the myths and forms of religion are manifold and various, and in the America that truly is great, we don’t take sides among them. Sacred text and tradition portray many different faces of the Divine, and of course there are many different sacred texts and traditions. None of which should be defamed by a corrupt political hack.
But I admit, while I’m pluralistic as to religious worldviews, I do think some are better than others. And James Talarico has a compelling vision for an engaged Christianity that is justice-driven, heartfelt, and, to my mind, the rightful legacy of a certain rabbi who overturned the moneylenders’ tables in the Temple in Jerusalem. Even if you disagree with his political or religious positions, see what you think:
This is what religion should be for: the pursuit of justice, the cultivation of kindness, the commitment to not turn our back on the stranger, the marginalized, or the destitute. This is the God that inspired Jews throughout our history, whether we were activists or prisoners, volunteers at a hevra kadisha or teachers in a school, rabbis or homemakers. It is the source of compassion that can be discovered (or, if you prefer, invented) whenever the heart is broken. And as Talarico says, this God is the opposite of domination.
Amen.
The post You’re wrong, Ken Paxton: Obviously God is nonbinary appeared first on The Forward.

