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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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Was Khamenei Hit? Satellite Images Show Heavy Damage at His Compound
Iran’s Supreme Leader Ayatollah Ali Khamenei speaks in a televised message, after the ceasefire between Iran and Israel, in Tehran, Iran, June 26, 2025. Photo: Office of the Iranian Supreme Leader/WANA (West Asia News Agency)/Handout via REUTERS
i24 News – Satellite images published Saturday by The New York Times show heavy damage at the Tehran residence of Iran’s Supreme Leader Ali Khamenei, with plumes of black smoke and multiple buildings destroyed or partially collapsed.
The images, captured by Airbus satellites, indicate that facilities used to host senior Iranian officials were among the structures hit.
Israeli sources said the strikes were carried out as part of Operation “Roaring Lion,” targeting senior commanders of the Islamic Revolutionary Guard Corps.
Among those named was General Mohammad Pakpour, the current commander of the Guard forces, who assumed the role after his predecessor Hossein Salami was killed in an earlier operation. The sources added that Ali Shamkhani, secretary of Iran’s Supreme National Security Council, and former council secretary Ali Larijani were also potential targets.
In light of the scale of the destruction, Israeli officials are assessing multiple scenarios, including the possibility that Khamenei himself may have been at risk during the strikes. Iranian authorities have so far denied that Khamenei, the president, or other senior officials were injured.
Preliminary assessments suggest the strikes may have significantly disrupted the Revolutionary Guard’s strategic command capabilities, delivering a direct blow to its senior leadership structure. Officials in Israel and the United States are continuing to monitor developments closely as they await confirmation on the status of the Iranian figures believed to have been targeted.
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US Strikes on Iran Spark Travel Chaos as Airlines Cancel Flights
An Iranian flag flutters, as Israel and the US launched strikes on Iran, in Tehran, Iran, February 28, 2026. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
Airlines suspended flights across the Middle East on Saturday, including to and from the world’s busiest travel hub Dubai, after the US and Israel launched strikes on Iran.
Flight maps showed airspace over Iran, Iraq, Kuwait, Israel and Bahrain virtually empty after the strikes began, and Iran retaliated with missiles. Blasts were reported in Qatar, home to the biggest US military base in the region, as well as in Abu Dhabi and Dubai, key east-west transit hubs.
“You have crews, planes and passengers stranded all over the world. It’s a massive logistical nightmare,” a Gulf airline source said.
Dubai Airports suspended all flights at Dubai International and at Al Maktoum International until further notice, urging passengers not to travel. Emirates and flydubai temporarily halted operations, while Etihad suspended all departures from Abu Dhabi until 1000 GMT on Sunday.
PASSENGERS STRANDED ACROSS EUROPE
Students traveling from Paris to Dubai said their college trip was abandoned. “We still have some students that went there earlier and they’re stuck in Dubai and we don’t know when they’ll be able to come back,” said Benjamin Gnatek.
At Charles de Gaulle airport, Thai-bound traveler Roman Simon said his onward flight via Doha was cancelled. “Now, we’re trying to find a solution to still make our trip to Thailand,” he told Reuters.
At Doha’s Hamad International Airport, gates were nearly empty as stranded passengers queued to make hotel arrangements, a Reuters witness said.
As countries in the region closed their airspace, aircraft were forced to divert around Larnaca, Jeddah, Cairo and Riyadh. Flightradar24 briefly went down due to surging demand.
AIRSPACE COULD BE CLOSED FOR ‘SOME TIME’
The escalation dimmed hopes for progress on Tehran’s nuclear dispute with the West and reignited conflict after weeks of U.S. military buildup. Middle Eastern airports, among the world’s busiest transit hubs, warned of prolonged disruption.
“Passengers and airlines can expect airspace to be shut for quite some time,” said Eric Schouten, head of aviation security advisory Dyami.
Airlines canceled on Saturday about half of their flights to Qatar and Israel and about 28 percent of their flights to Kuwait, after the United States and Israel launched strikes on Iran, according to preliminary Cirium data.
That number seems likely to rise. In total, about 24% of flights to the Middle East were cancelled, the data showed.
The region has become more important for global aviation since the Russia-Ukraine war forced airlines to avoid both countries’ airspace.
Conflict zones add to operational risks, raising fears of accidental shoot‑downs and lengthening routes, which increases fuel costs.
BRITISH AIRWAYS, LUFTHANSA, CATHAY SUSPEND FLIGHTS
The European Union’s aviation regulator EASA on Saturday recommended its airlines stay out of the airspace affected by the ongoing military intervention.
British Airways, owned by IAG, said it had canceled flights to Tel Aviv and Bahrain until March 3, as well as Saturday’s flights to Amman.
The Russian Ministry of Transport said on Saturday that Russian air carriers had suspended flights to Iran and Israel.
Germany’s Lufthansa said it was suspending flights to and from Dubai on Saturday and Sunday and halting the Tel Aviv, Beirut and Oman routes until March 7.
Air France and Iberia also cancelled flights to Tel Aviv and Beirut, while Wizz Air suspended flights to Israel, Dubai, Abu Dhabi and Amman.
India put carriers on alert as Air India and IndiGo suspended services.
Hong Kong’s Cathay Pacific Airways suspended operations in the region, affecting passenger flights to and from Dubai and Riyadh, as well as freighter services operating through Al Maktoum airport in Dubai.
REGIONAL CARRIERS AFFECTED
Qatar Airways and Kuwait Airways temporarily suspended flights, while Turkish Airlines also cancelled flights to several Middle Eastern destinations.
Kuwait’s aviation authority said it was halting all flights to Iran until further notice, according to the state news agency, while Oman Air said it had suspended all flights to Baghdad due to the regional developments.
KLM, the Dutch arm of Air France-KLM, has brought forward the suspension of its Amsterdam–Tel Aviv service, cancelling the flight scheduled for Saturday after strikes in Iran, a spokesperson said.
The airline had announced on Wednesday that flights would be halted from Sunday, March 1. Only one flight to Tel Aviv had been scheduled for Saturday.
Virgin Atlantic said it had decided to temporarily avoid Iraqi airspace, resulting in some re-routing of its flights.
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US-Israeli Attack Triggers Fear and Panic in Iran
Buildings stand, after Israel and the US launched strikes on Iran, in Tehran, Iran, February 28, 2026. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
Iranians fled cities in search of safety, and long queues formed at fuel stations as an attack on Iran by the United States and Israel spread fear and panic throughout the country.
When the strikes began on Saturday morning, explosions rocked Tehran and columns of smoke rose into the sky, shaking the city at the start of the Iranian working week.
Residents reached by phone described scenes of chaos and alarm as they rushed to collect their children from school or made preparations to leave home for now.
“We are going to our hometown in Yazd, Tehran is not safe anymore. They said roads are safe, but I am worried,” said Gholamreza, a Tehran shopkeeper and father of two. “I am leaving everything behind in Tehran.”
It marks the latest upheaval for Iranians weeks after thousands of people were killed in a government crackdown on nationwide unrest, and comes just eight months after last year’s 12-day war with Israel, during which the United States bombed Iranian nuclear sites.
Iran’s top security body said it expected attacks to continue on Tehran and some other cities, and urged people to “travel to other cities where possible so that you may remain safe from the harm of these two regimes’ acts of aggression.” Schools and universities would be closed until further notice.
“We are scared, we are terrified. My children are shaking, we have nowhere to go, we will die here,” said Minou, a 32-year-old mother of two from the northern city of Tabriz, one of many areas where explosions were reported.
“What is going to happen to my children?” she said, crying as she spoke by phone.
US President Donald Trump said the operation would end a security threat to the United States and offer Iranians a chance to topple their rulers. The Pentagon said that US strikes against Iran were named “OPERATION EPIC FURY.”
An Iranian from the central city of Yazd said he hoped the attack would topple the clerical establishment that has run the country since the 1979 Islamic Revolution. “Let them bomb,” the resident of Yazd said.
Samira Mohebbi, speaking from the northern city of Rasht, disagreed.
“I am against this regime, to hell with them. But I don’t want my country to be attacked by foreign forces, I don’t want my Iran to turn into Iraq,” she said, referring to the neighboring country that suffered years of chaos and bloodshed following the U.S.-led invasion that toppled Saddam Hussein.
‘THEY FOOLED US AGAIN’
Security forces blocked roads in the area of Tehran that is home to the offices of Supreme Leader Ayatollah Ali Khamenei, President Masoud Pezeshkian and parliament, witnesses said.
The latest round of negotiations between the United States and Iran in Geneva on Thursday failed to secure a breakthrough over Tehran’s nuclear programme, though Omani mediators reported progress.
“They said the nuclear talks are going well. They fooled us again,” said a resident of Tehran.
Zohreh, 28, said she would leave the port city of Bushehr with her three-year-old daughter and go to her parents’ home in a village in northern Iran.
“Why are we paying this price? I want my daughter to grow up safe and in peace,” she said.
Western governments have long suspected Iran aims to build a nuclear bomb. Tehran has always denied this.
Witnesses said people were rushing to buy hard currency.
In Isfahan, another area where attacks were reported, some said they were unable to withdraw cash from ATMs.
Reza Saadati, 45, said he was taking his family to the city of Urumieh near the Turkish border. “If the border is open, we will cross and then fly to Istanbul,” he said.
Mohammad Esmaili, 63, speaking from the town of Ilam, some 500 km (300 miles) from Tehran, said he would leave the town with his family. “God knows what will happen to us. Pray for us,” he said.
“People are shocked, scared. What is going to happen to us? Save us please,” said a woman from Tehran.