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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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Iran Says It Has Sent Response to US Peace Proposal
People walk past a billboard with a graphic design about the Strait of Hormuz on a building, in Tehran, Iran, May 4, 2026. Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
Iran has sent its response to a US proposal for peace talks to end the war, Iranian state media reported on Sunday, as two ships were allowed to pass through the blockaded Strait of Hormuz.
The response focused on ending the war on all fronts, especially Lebanon, and on the safety of shipping through the strait, Iranian state TV said, without indicating how or when the vital waterway might reopen.
It followed a US proposal to end fighting before starting talks on more contentious issues, including Iran’s nuclear program.
Pakistan, which has been mediating talks over the war, forwarded the Iranian response to the US, a Pakistani official said. There was no immediate US comment.
Despite a month-old ceasefire in the conflict and after some 48 hours of relative calm, hostile drones were detected over several Gulf countries on Sunday, underlining the threat still facing the region.
Still, the QatarEnergy-operated carrier Al Kharaitiyat passed safely through the strait and was heading for Pakistan’s Port Qasim, according to data from shipping analytics firm Kpler, the first Qatari vessel carrying liquefied natural gas to cross the strait since the US and Israel started the war on February 28.
Sources said earlier the transfer, which offered a modicum of relief to Pakistan after a wave of power blackouts caused by a halt to gas imports, had been approved by Iran to build confidence with Pakistan and with Qatar, another mediator.
In addition, a Panama-flagged bulk carrier bound for Brazil that had previously attempted to transit the strait on May 4 passed through, using a route designated by Iran’s armed forces, Iran’s semi-official Tasnim news agency reported on Sunday.
TRUMP UNDER PRESSURE TO END WAR AHEAD OF CHINA VISIT
With US President Donald Trump due to visit China this week, there has been mounting pressure to draw a line under the war, which has ignited a global energy crisis and poses a growing threat to the world economy.
Tehran has largely blocked non-Iranian shipping through the narrow Strait of Hormuz, which before the war carried one-fifth of the world’s oil supply and has emerged as one of the central pressure points in the war.
Addressing whether combat operations against Iran were over, Trump said in remarks aired on Sunday: “They are defeated, but that doesn’t mean they’re done.”
Israeli Prime Minister Benjamin Netanyahu said the war was not over because there was “more work to be done” to remove enriched uranium from Iran, dismantle enrichment sites and address Iran’s proxies and ballistic missile capabilities.
The best way to remove the enriched uranium would be through diplomacy, Netanyahu said in an interview with CBS News’ “60 Minutes,” without ruling out removing it by force.
Iran’s President Masoud Pezeshkian said in a social media post that Iran would “never bow down to the enemy” and would “defend national interests with strength”.
Despite diplomatic efforts to break a deadlock, the threat to shipping lanes and the economies of the region remained high.
On Sunday, the United Arab Emirates said it intercepted two drones coming from Iran, while Qatar condemned a drone attack that hit a cargo ship coming from Abu Dhabi in its waters. Kuwait said its air defences had dealt with hostile drones that entered its airspace.
Recent days have seen the biggest flare-ups in fighting in and around the strait since a ceasefire began: the UAE came under renewed attack on Friday and sporadic clashes were reported between Iranian forces and US vessels in the strait.
Clashes have also continued in southern Lebanon between Israel and Iran-backed militant group Hezbollah, despite a U.S.-brokered ceasefire announced on April 16.
Hostilities between Israel and Hezbollah reignited on March 2 when the Lebanese group opened fire after Tehran came under US-Israeli attack. The latest talks between Israel and Lebanon are due to start in Washington on May 14.
INTERNATIONAL MISSION PREPARATIONS DRAW IRANIAN WARNING
Though Washington imposed its own blockade on Iranian vessels last month, Tehran has taken its time before responding to calls to end a war that surveys show is unpopular with US voters facing ever-higher gasoline prices.
The US has also found little international support, with NATO allies refusing calls to send ships to open the Strait of Hormuz without a full peace deal and an internationally mandated mission.
Britain, which has been working with France on a proposal to ensure safe transit through the strait once the situation stabilizes, said on Saturday it was deploying a warship to the Middle East in preparation for such a mission, following a similar move by France.
Iran’s Deputy Foreign Minister Kazem Gharibabadi said on social media that any stationing of British, French or other warships around the Strait of Hormuz under the pretext of “protecting shipping” would be an escalation and would be met by force.
In response, French President Emmanuel Macron said France was standing ready to help the international mission, but “we have never envisaged a military deployment to re-open Hormuz.”
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Jonathan Pollard Tells i24news: US-Israel Alliance Is ‘Finished’; He Is Entering Israeli Politics
Jonathan Pollard, a former US Navy intelligence officer convicted of spying for Israel, exits following a hearing at the Manhattan Federal Courthouse, in New York City, May 17, 2017. Photo: Reuters / Brendan McDermid / File.
i24 News – Jonathan Pollard, the former US Navy intelligence analyst who served 30 years in an American prison for spying for Israel, told i24NEWS in an exclusive interview Saturday that he is entering Israeli politics, declaring that every party currently sitting in the Knesset has “blood on its hands” from the October 7 massacre and that the US-Israel alliance is “finished.”
Speaking via Zoom on Sunday with i24NEWS Senior Correspondent Owen Alterman, Pollard announced he would run with a small party that has yet to clear the electoral threshold, saying he could not in good conscience join any existing Knesset party. “Every single legacy party that is in this Knesset bears a responsibility for the disaster that occurred on October 7,” he said. “The misconception started long before. And it was the mismanagement and the lack of oversight by the civilian governments that allowed them to get away with this disaster.”
Pollard was pointed in his criticism of Prime Minister Benjamin Netanyahu, dismissing suggestions that he owed the premier gratitude for his release. “God brought me home because it was a miracle,” he said, crediting his late wife Esther, Ron Dermer, and Sheldon and Miriam Adelson for fighting for his freedom. “Bibi, you know, he let my wife almost starve to death on the streets of Jerusalem before he deigned to see her.” He also rejected Netanyahu’s claim that Israel had achieved a “war of rebirth,” saying, “We haven’t defeated our enemies. There isn’t one enemy, one of the fronts, of the multi-fronts, that has been decisively defeated.”
Pollard reserved some of his sharpest words for Israel’s ultra-Orthodox political parties, describing Shas as “a criminal enterprise” and United Torah Judaism as “a shakedown operation.” “The problem with the Haredim is that they haven’t gotten out of the ghetto, the shtetl,” he said, directing his criticism at the leadership rather than the community. “They don’t seem to understand that when you live in this country as a citizen, when you take money from the government, you owe the government something.” He called IDF soldiers serving hundreds of days in combat “sacred heroes” and said it was “disgusting” and “insulting” for Haredi leadership to equate military service with serving in a foreign army.
On the United States, Pollard was equally blunt, calling President Donald Trump “very dangerous” and saying he did not know what Trump’s “North Star” or values were. When Alterman noted Trump was widely popular in Israel, Pollard replied, “That just shows you how stupid a lot of people in this country really are.” He said Trump was “pro-money” rather than antisemitic and accused Trump advisers Jared Kushner and Steve Witkoff, whom he called “Tweedledum and Tweedledee,” of being “only interested in one thing, and that’s their bank account.” He also accused the Trump administration of deliberately preventing Israel from achieving decisive victories against Hamas, Hezbollah, the Houthis, and Iran. “They don’t want us to win anything decisively,” he said.
Pollard said the US-Israel alliance had fundamentally broken down, predicting that the next American election would offer Israel “a very bad choice between bad and worse.” “This alliance is finished,” he said flatly. When asked whether his entry into politics was more about speaking truth to power than actually seeking office, Pollard said he was prepared to serve “in whatever capacity is appropriate,” and left voters with a direct message: “If they want to make sure that there is never again an October 7, you better vote for someone like me rather than Bibi Netanyahu or Naftali Bennett or Gadi Eisenkot.”
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UAE Says Air Defenses Dealt with Two Drones Coming from Iran
Drones are seen at a site at an undisclosed location in Iran, in this handout image obtained on April 20, 2023. Photo: Iranian Army/WANA (West Asia News Agency)/Handout via REUTERS
The United Arab Emirates’ air defenses dealt with two drones coming from Iran on Sunday, the Defense Ministry said, the latest in renewed attacks on the oil-rich Gulf country.
The UAE has reported being attacked in the past days by Iran after four weeks of relative calm since a ceasefire in the Iran war was announced by the United States.
Iran has denied carrying out operations against the UAE in recent days, yet it warned of a “crushing response” if any actions were launched from the UAE against it.
The attacks prompted the UAE to shift to remote learning for schools last week, but authorities said on Sunday that in-person learning would resume from Monday.