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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.


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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Israeli Defense Chief Says Hezbollah Will Be Disarmed, Terror Group Vows Continued ‘Resistance’ as Truce Begins

Smoke rises following an airstrike in Lebanon, as seen from Israeli side of the border, April 11, 2026. Photo: REUTERS/Amir Cohen

As a newly agreed ceasefire between Israel and Lebanon took effect, Israel’s defense minister warned on Friday that Hezbollah will ultimately be disarmed and Israeli forces will not withdraw from Lebanese territory, vowing the campaign will continue until the threat to Israel’s northern communities is fully eliminated.

During a press conference, Israel Katz said the military campaign had entered a temporary “freeze” phase under a 10-day ceasefire framework. However, he stressed that Israel’s operational objectives on the ground remain unfinished and the maneuver is far from complete.

“The IDF [Israel Defense Forces] will continue to hold all positions it has cleared and taken inside Lebanon,” the Israeli defense chief said. “The ground operation and nationwide strikes against Hezbollah have achieved significant gains, but the mission is not yet complete.”

“Disarming Hezbollah — whether through military force or political pressure — was and remains the central objective of the campaign to which we are committed,” he continued. “Significant political leverage has now also been created, with the direct involvement of US President [Donald Trump] and increased pressure on the Lebanese government to advance that goal.”

Katz’s remarks came shortly after the Iran-back Lebanese terrorist group issued a defiant statement rejecting the ceasefire and any prospect of direct negotiations with Jerusalem, while vowing its forces would continue resisting Israeli troops.

“Our fighters will keep their hands on the trigger, preparing for the enemy’s betrayal and violation of its commitments. We will remain loyal to the alliance until our last breath, and our flag will not fall,” the statement read.

“The presence of Israeli forces on Lebanese territory gives Lebanon and the Lebanese people the right to resist,” it continued.

Meanwhile, residents across southern Lebanon, Beirut, and other parts of the country began making their way back home as the ceasefire took effect, with social media footage showing reconstruction work already underway on infrastructure damaged during the war.

However, Israel has warned Lebanese citizens against returning to their homes at this stage, with officials saying that Hezbollah could try to exploit the situation to reestablish its terrorist infrastructure under civilian cover.

“With the ceasefire agreement taking effect, the IDF will continue to hold its positions in southern Lebanon in light of Hezbollah’s terrorist activity,” Col. Avichai Edraei, the IDF spokesperson in Arabic, said in a statement. 

“Until further notice, you are asked not to move south of the Litani River,” he continued. “If the fire resumes, those who return to the security zone will be forced to evacuate in order to allow the mission to be completed.”

Israeli Prime Minister Benjamin Netanyahu also signaled that Israel does not intend to withdraw its forces from Lebanese territory, saying the military is establishing what he described as a “thickened security zone” along the border area.

“That’s where we are – and we’re not leaving,” the Israeli leader said in a video statement issued on Thursday.

Netanyahu also said the opportunity for a ceasefire emerged only after what he described as a dramatic shift in Lebanon’s strategic balance of power since the start of the war.

He pointed to major blows to Hezbollah’s military capabilities, including the killing of its longtime leader Hassan Nasrallah in 2024 and the subsequent destruction of large weapons stockpiles, saying these developments led to calls from Lebanese officials for direct peace talks for the first time in decades.

With negotiations now underway toward a longer-term arrangement, Netanyahu said Israel’s position rests on two core demands: the full disarmament of Hezbollah and a “sustainable” security-based peace framework.

For its part, Hezbollah insisted any agreement must include a complete Israeli withdrawal from Lebanese territory and adherence to a reciprocal “quiet for quiet”” arrangement — terms Israel has rejected.

Netanyahu also warned that Hezbollah, which openly seeks Israel’s destruction, still retains a significant rocket arsenal, saying neutralizing that threat will remain a central component of the ongoing security and political process.

According to a report by The Wall Street Journal, nearly half of the roughly 8,000 rockets fired by Hezbollah during the war were launched from the southern Litani River region — an area that, under previous agreements, was supposed to be fully demilitarized.

The newly agreed ceasefire, which took effect Thursday-Friday at midnight, establishes a fixed 10-day window intended “to allow for good-faith negotiations toward a permanent security and peace agreement.”

As part of direct mediation efforts from Washington, Trump invited Netanyahu and Lebanese President Joseph Aoun to White House talks aimed at advancing a broader settlement framework.

According to the US Department of State, the Lebanese government pledged to take “significant steps” to prevent Hezbollah from launching further attacks against Israeli targets.

“Both countries recognize the challenge posed by armed groups that violate Lebanon’s sovereignty and threaten regional stability … The only forces authorized to bear arms in Lebanon will be Lebanese government forces,” an official statement from the meeting said. 

“Israel will retain its right to take all necessary measures for self-defense, at any time, against planned, immediate or sustained attacks,” it continued.

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Despite Winning New Jersey Special Election, Anti-Israel Candidate Underperforms in Heavily Jewish Town

Analilia Mejia, Democratic candidate for New Jersey's 11th Congressional District, speaks to guests after winning the election in Montclair, New Jersey, US, April 16, 2026. Photo: REUTERS/Eduardo Munoz

Analilia Mejia, Democratic candidate for New Jersey’s 11th Congressional District, speaks to guests after winning the election in Montclair, New Jersey, US, April 16, 2026. Photo: REUTERS/Eduardo Munoz

In Thursday night’s US congressional election in the 11th district of New Jersey, Jewish voters seemed to defect from the Democratic nominee in massive numbers, potentially foreshadowing a significant shift in Jewish voting patterns.

Analilia Mejia, a progressive activist known for her sharp condemnations of Israel, comfortably won the special congressional election in New Jersey in the deep-blue district by a margin of 60 percent to 40 percent.

Despite defeating her Republican opponent by 20 points, however, pundits pointed out that Mejia underperformed expectations and that Democrats hemorrhaged support among heavily Jewish communities. 

In Livingston, New Jersey, a town with a significant Jewish population, Mejia barely eked out a 51-49 majority over Joe Hathaway, a staggering sea-change from recent elections. The deep-blue town voted for Democratic Gov. Mikie Sherrill and Democratic presidential nominee Kamala Harris by margins of 0.5 and 12 points, respectively. Taking into account party registration, the town has seen a shift to the political right by over 50 percent since 2024.

Though Mejia won Thursday’s race by a comfortable margin, experts pointed out that the progressive insurgent underperformed throughout the affluent suburban district. When taking into account party registration patterns, Mejia underperformed in Millburn by 23 points, North Caldwell by 10 points, South Orange by 7 points, and West Caldwell by 6 points, among others.

Spectators suggested that Mejia’s impressive margin of victory could be attributed to anti-Trump sentiment and massive turnout among Democrats and depressed turnout from Republicans.

Mejia’s positions on Israel, once considered fringe within the party, are increasingly becoming more mainstream, particularly in elections dominated by liberal voters. Her rhetoric on Israel, which critics say is one-sided and inflammatory, has drawn backlash from moderates and pro-Israel Democrats.

The outcome raises fresh questions about the party’s direction heading into national elections. While progressives see momentum, others worry candidates like Mejia could alienate Jewish and moderate voters while complicating efforts to maintain a broad electoral coalition. Her victory is likely to deepen internal party tensions, especially as debates over Israel grow more polarized and politically charged.

Mejia has said Israel’s actions in Gaza amount to “genocide,” a position that put her well to the left of many mainstream Democrats. She has aligned herself with calls for stronger conditions, or outright opposition, to US military support for Israel, reflecting the broader progressive wing’s push to reassess the traditional US-Israel relationship. She has also aimed sharp criticism toward the American Israel Public Affairs Committee (AIPAC), the preeminent pro-Israel lobbying group in the US, calling the organization “horrendous” and accusing it of dividing the Democratic Party. 

A progressive organizer with a record of criticizing Israeli government actions, Mejia benefited from a coalition of younger voters, activists, and highly engaged ideological blocs. Her win is consistent with recent polling trends showing a generational divide within the party, with younger Democrats expressing more skepticism toward Israel than older cohorts.

Mejia’s struggles in heavily Jewish and moderate areas of the district could forecast a split between the Democratic Party and what has been historically one of its most reliable voting blocs.

Since Hamas’s Oct. 7, 2023, massacre across southern Israel launched the Gaza war, the Democratic Paty’s rhetoric toward Israel has become increasingly hostile. Progressive Democrats, such as Reps. Ilhan Omar (MN) and Alexandria Ocasio-Cortez (NY), have accused Israel of committing “genocide” in Gaza.

This past week, approximately 80 percent of Democratic senators voted to halt military aid transfers to Israel, citing poor humanitarian conditions in Gaza and dismay over the US-Israeli war with Iran.

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Who’s responsible for deadly antisemitism? Everyone will hate the answer

Twenty Jews outside of the state of Israel were murdered for being Jewish in antisemitic attacks across three continents in 2025, the highest death toll among diaspora Jews in more than 30 years. In every country surveyed, antisemitic incidents of all kinds — including beatings, vandalism, threats and online harassment — remain dozens of percentage points higher than they were in 2022, before the Gaza war began.

This information, released in a report from Tel Aviv University on the eve of Yom HaShoah earlier this week, should haunt everyone, regardless of political affiliation.

Neither left nor right is wholly responsible; instead, the report concludes that “rather than a backlash to a specific geopolitical crisis, high levels of antisemitism have become a normalized feature in societies with large Jewish minorities.”

What the left should hear

There is a strain of progressive opinion, particularly vocal since the Hamas attack of Oct. 7, 2023, that dismisses accusations of antisemitism as, essentially, a political weapon — a tool wielded by pro-Israel voices to silence legitimate criticism of Israeli government policy, shut down protests and conflate opposition to political Zionism with hatred of Jews.

There is some truth to this narrative. But the Tel Aviv University report reveals it has severe limitations, as well.

The Bondi Beach massacre did not happen because a government defined antisemitism too broadly. The synagogue attackers in Manchester, England did not gun down worshippers because someone misapplied the IHRA definition. The victims of attacks in Boulder, Colorado and Washington, D.C. were not statistics manufactured by an advocacy group. Twenty Diaspora Jews died violent deaths because antisemitism remains a lethal force in the world — a truth that the left, across the globe, needs to do a significantly better job addressing.

The physical assaults, murders, firebombings, and other acts of concrete violence chronicled in the report cannot be rationalized away as mere criticism of Israel. In Canada, incidents rose from roughly 2,000 in 2022 to 6,800 in 2025. In Australia, the total number of reported antisemitic incidents rose from 472 in 2022 to 1,750 in 2025 — nearly a fourfold increase in three years, including multiple arson attacks on synagogues, in addition to the Bondi Beach shooting.

The tendency among some progressives to dismiss most antisemitism complaints as presumed to be in bad-faith unless proven otherwise has real costs. When allegations of antisemitism are reflexively treated as a political tactic, it becomes easier to ignore actual antisemitism, even when it’s claiming lives and burning down religious buildings.

To be clear, there are real and important questions about how to define antisemitism, and where the line between good faith criticism of Israel as a nation-state and antisemitism against Jews as a people falls. Those questions must continue to be asked.

But when Jewish institutions are targeted and a primary political reflex on the left is to search for Israeli wrongdoing that might have “provoked” the attack, the victims are abandoned.

What the right — and the Israeli government — should hear

The Tel Aviv University report challenges progressive denial. But it challenges the Israeli government and its defenders just as directly.

The report’s authors write that Israeli politicians at the highest levels have “expanded the scope of the term ‘antisemitism,’ including through cynical and hasty declarations, drained it of meaning, and damaged the struggle against Jew-hatred.”

The government, they conclude, “has not contributed in any meaningful way to the cause” of fighting antisemitism against diaspora Jews.

This is not a minor complaint buried in a footnote. It is a central finding of the most authoritative antisemitism report on the planet, published by an Israeli university.

Consider what that behavior looked like in practice. When gunmen massacred 15 Jews at Bondi Beach in December, Israeli Prime Minister Benjamin Netanyahu’s immediate political instinct was to blame Australian Prime Minister Anthony Albanese’s government, specifically its decision to recognize Palestinian statehood at the United Nations.

“Your call for a Palestinian state pours fuel on the antisemitic fire,” Netanyahu declared — a response that made it seem like an act of violence motivated by the Islamic State was somehow part of the legitimate pro-Palestinian movement. As former Australian Prime Minister Malcolm Turnbull pointed out, the vast majority of the world’s nations recognize Palestinian statehood. Were they all complicit in Bondi?

This pattern of using the word “antisemitism” as a cudgel against any policy position that Israel’s government dislikes — whether it is recognizing Palestinian statehood, criticizing settlement expansion or questioning IDF military operations — has a corrosive effect on the fight against actual antisemitism. When the term is deployed reflexively and politically, it trains audiences to be skeptical of the label. It gives ammunition to exactly those who want to dismiss Jewish fear as manufactured. It is, in the deepest possible sense, counterproductive.

The Tel Aviv University report goes further, recommending that Israel’s Ministry for Diaspora Affairs and Combating Antisemitism be dissolved entirely, with its funding transferred instead to Israeli embassies and consulates. The author’s argument: only professionals embedded in local communities, working alongside law enforcement and educators, can actually make a difference in combatting antisemitism. Grand declarations from politicians in Jerusalem motivated more by their own domestic political considerations than by the safety of the Jewish diaspora cannot.

A need for discipline

What this report ultimately demands, from the left and the right alike, is a discipline that both sides have conspicuously failed to practice: the discipline of treating antisemitism as a separate issue from the issues of Israel, Zionism and Palestinian rights.

These issues do overlap. But they are fundamentally individual. Antisemitism is hatred of Jews as Jews, a prejudice that has existed for millennia, operates independently of any particular government’s behavior, and kills people without asking victims what they think about Israeli settlements.

The contemporary state of Israel is a nation-state which commits specific actions, many of which are worthy of criticism.

Conflating the two, in either direction, produces disaster.

On the right, treating any political position unfavorable to Israel as presumptively antisemitic weaponizes Jewish suffering for political ends and corrupts the language we need to name and fight real hatred. On the left, treating the existence of real Jew-hatred as essentially a cover story for Zionist advocacy abandons Jewish communities to violence, and prevents the kind of serious policy response that could actually reduce harm.

The people killed at Bondi Beach were not symbols in a geopolitical argument. They were not collateral in a debate about international law or protest rights. They were Jews who had gathered to celebrate Hanukkah. Their deaths — and those of the other diaspora Jews killed last year — demand better than either cynical exploitation or willful minimization by either side.

The Tel Aviv University report, to its considerable credit, refuses both postures. It counts the dead honestly. It honestly holds the Israeli government accountable. It refuses to let anti-Jewish violence be erased, and it also refuses to let that violence be used as a political instrument. In doing so, it models the intellectual honesty that this moment desperately requires.

The question is whether anyone on either side of this exhausting divide is willing to listen.

The post Who’s responsible for deadly antisemitism? Everyone will hate the answer appeared first on The Forward.

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