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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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Hanukkah Security Ramped Up Around the World After Bondi Shootings
Police officers gather at the scene of a shooting incident at Bondi Beach, Sydney, Australia, December 14, 2025. REUTERS/Izhar Khan
Major cities including Berlin, London and New York stepped up security around Hanukkah events on Sunday following the attack on a Jewish holiday celebration at Sydney’s Bondi Beach.
Berlin police said they were ramping up measures around the German capital’s Brandenburg Gate, where a large electric menorah is being lit to mark the first night of Hanukkah.
“We have long planned comprehensive security for tonight’s Hanukkah event at the Brandenburg Gate – in light of the events in Sydney, we will further intensify our measures and maintain a strong police presence there,” a spokesperson said on X.
Meanwhile, New York Mayor Eric Adams said on X that extra protection was being deployed for Hanukkah celebrations and synagogues in New York City.
“We will continue to ensure the Jewish community can celebrate the holiday in safety — including at public Menorah lightings across the city. Let us pray for the injured and stand together against hatred,” Adams said.
In Warsaw’s main synagogue, armed security was doubled for its Sunday evening event.
Polish police also said they had decided to ramp up security.
“Due to the geopolitical situation and the attack in Sydney, we are strengthening preventive measures around diplomatic missions and places of worship,” a press officer for Poland’s National Police Headquarters told Reuters in a text message.
The officer specified this meant “intensified preventive measures in the area of diplomatic and consular missions, religious sites and other institutions related to Israel and Palestine.”
The event at Berlin’s Brandenburg Gate will also include a prayer for the victims of Sydney’s Bondi Beach shooting, which left at least 11 people dead in what Australian officials described as a targeted antisemitic attack.
Germany has long followed a policy of special responsibility for Jews and for Israel, known as the Staatsraeson, due to the legacy of the Nazi Holocaust.
Security measures at synagogues and other Jewish institutions are the norm in Berlin, but a police spokesperson said these would be ramped up for the Hanukkah period.
London’s Metropolitan Police said it had also increased security, but did not want to give details.
“While there is no information to suggest any link between the attack in Sydney and the threat level in London, this morning we are stepping up our police presence, carrying out additional community patrols and engaging with the Jewish community to understand what more we can do in the coming hours and days,” it said in a statement.
France’s Interior Minister Laurent Nunez asked local authorities to reinforce security around Jewish places of worship during the December 14 to 22 period, a spokesperson for the minister said.
Nunez called for increased deployment of security forces, with particular vigilance around religious services and gatherings that draw large crowds, especially when they take place in public spaces, the spokesperson added.
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Australia Police Say Father-Son Duo Allegedly Behind Sydney Mass Shooting
Police officers stand guard following the attack on a Jewish holiday celebration at Sydney’s Bondi Beach, in Sydney, Australia, December 15, 2025. REUTERS/Flavio Brancaleone
Australian police said on Monday that the alleged offenders behind the attack at Sydney’s Bondi beach were a father and son duo, and that they were not looking for a third offender.
Police said during a media briefing that investigations showed only two offenders were responsible for the attack at a Jewish holiday celebration that killed 16 people and injured 40.
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The call of this Hanukkah moment remains simple and urgent: Light candles everywhere. Even when we’re under attack.
The massacre in Sydney has left Jews around the world shaken and grieving. This act is far more than a heinous crime: It is a regression to darker times, when Jewish visibility itself carried mortal risk.
The commandment of Hanukkah is not simply to light candles, but to light them publicly – pirsumei nisa, the publicizing of the miracle. The point is not private consolation, but shared visibility. Jewish survival, the tradition teaches, is not meant to occur behind closed doors, but in full view.
Historically, however, it rarely did. In exile, Jews learned caution. The Talmud records how, in times of danger, the candles are to be moved indoors – lit discreetly, shielded from hostile eyes. This was not a theological revision but a concession to reality: When the public sphere is unsafe, Jewish life retreats into the private domain. For most of our history, this was our reality.
Modern democracies promised something different. Jews would no longer have to choose between safety and visibility. We could light openly again – on windowsills, in public squares, in front of city halls – because the surrounding society would protect us not merely by law, but by norm. Antisemitism would not just be illegal, it would be unthinkable.
The Sydney massacre, alongside countless incidents in societies Jews have long trusted, forces us to ask whether that promise is still being kept.
Jewish safety in the diaspora does not rest primarily on police presence or intelligence services – necessary though they are. It rests on something more fragile and more fundamental: a public culture in which Jews are not merely tolerated but embraced; in which antisemitism is not merely condemned after the fact but rejected instinctively and unequivocally as a violation of the moral order.
When Jews are attacked for being Jews, and the response is muted, conditional, or delayed, the message is unmistakable. Jews may still live here, but only quietly.
That is why the response to Sydney must not be withdrawal, but the exact opposite. We cannot and will not retreat into hiding our light. The call of this moment is simple and urgent: Light candles everywhere.
Jewish communities and organizations must orchestrate public Hanukkah candle lightings in the central squares of democratic cities across Europe, across the English-speaking world, wherever Jews live under the protection of free societies. Not hidden ceremonies. Not fenced-off gatherings on the margins. But civic events, hosted openly and proudly, with the participation of local and national leaders – and of fellow non-Jewish citizens.
This is not unprecedented. Every year, a Hanukkah menorah is lit at the White House. The symbolism is powerful precisely because it is mundane: Jewish light belongs at the heart of the civic space, not as an exception, not as an act of charity, but as a matter of course. That model should now be replicated widely.
Israeli diplomatic missions, together with local Jewish organizations, should work actively with municipalities and governments to make these public lightings happen – not merely as acts of Jewish resilience, but as declarations of democratic commitment. Because this is not only a Jewish question.
A society in which Jews feel compelled to hide their symbols is a society already retreating from its own values. Antisemitism is never a stand-alone phenomenon; it is the canary in the democratic coal mine. Where Jews are unsafe, pluralism is already fraying.
Lighting candles in public squares will not undo the horror of Sydney. But it will answer it – not with fear, and not with silence, but with a refusal to normalize xenophobia, antisemitism, and Jewish invisibility.
The ancient question of Hanukkah – where we light – has returned as a modern moral test of democratic societies and leaders worldwide. Where Jewish light is extinguished, democracy itself is cast into shadow. If it can still be lit openly, with the full backing of the societies Jews call home, then the promise of democratic life remains alive.
Our light must not hide. Not now. Never again.
The post The call of this Hanukkah moment remains simple and urgent: Light candles everywhere. Even when we’re under attack. appeared first on The Forward.