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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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French far-right leader accused of antisemitism, defended by Israeli minister
(JTA) — A French far-right leader is battling antisemitism allegations days after his party made historic gains in the country’s Senate elections — and an Israeli cabinet minister has come to his defense.
Jordan Bardella, the president of France’s nationalist, anti-immigration National Rally, came under fire this week for accusations that he made antisemitic remarks in private messages.
The controversy arose after the National Rally, whose leaders have sought to distance the party from the antisemitic roots of its founders, jumped to at least 14 seats in the French Senate elections on Sunday. The results meant the party and its allies surpassed the 10-seat threshold to form a parliamentary group in the upper house for the first time.
The Senate will remain controlled by a traditional conservative and center-right alliance, though that bloc lost several seats. The National Rally’s progress will give it more funding and better representation in leadership roles and committees.
Mediapart, a left-leaning French investigative outlet, reported on Monday that Bardella years ago allegedly sent antisemitic statements, including messages that said “all the banks are owned by Jews” and “the Jew must dominated (sic) other peoples, crush them and rob them, a Zionist is necessarily and profoundly Jewish.”
The messages were allegedly sent between 2013 and 2015, during Bardella’s early years in the party, then called the National Front. He joined the party in 2012 at age 16.
Israeli Diaspora Affairs Minister Amichai Chikli, who invited Bardella to a Jerusalem conference on antisemitism in 2025, defended him against the allegations. He told the Jewish Telegraphic Agency that he knows Bardella personally and that they are in regular contact.
Even if the quotes attributed to Bardella were authenticated, Chikli said, “a man is not sealed at 17. What matters is the 15 years that followed, and the man he became.”
Chikli referenced Bardella’s visit to the sites where Hamas killed Israelis on Oct. 7, 2023. He said that Bardella spoke in Jerusalem “against antisemitism and against anti-Zionism” and opposed President Emmanuel Macron’s decision to recognize a Palestinian state.
“No one will convince me that Jordan Bardella hates the Jewish people or the Jewish state,” said Chikli. “Just as no one will convince me that Emmanuel Macron respects them.”
Mediapart, which has a history of exposing political scandals, said it independently authenticated Bardella’s alleged conversations and drew them from a larger base of evidence corroborated by witness accounts. JTA has not independently verified the messages.
Bardella said on X that the alleged conversations were “blatant falsehoods” designed to undermine the National Rally ahead of France’s presidential election in April 2027. Marine Le Pen, the National Rally’s presidential candidate, is polling in first place as Macron prepares to step down because of term limits.
Mediapart, which has a history of exposing political scandals, said it independently authenticated Bardella’s alleged conversations and drew them from a larger base of evidence corroborated by witness accounts. The Jewish Telegraphic Agency has not independently verified the messages.
Bardella said on X that the alleged conversations were “blatant falsehoods” designed to undermine the National Rally ahead of France’s presidential election in April 2027. Marine Le Pen, the National Rally’s presidential candidate, is polling in first place as Emmanuel Macron prepares to step down because of term limits. Le Pen and Bardella have led the National Rally as a duo, and Bardella was set to be the party’s candidate until a July court ruling, which upheld criminal financial charges against Le Pen while also lifting a ban on her seeking public office. She has said she would name Bardella prime minister if she wins.
Bardella also said at a parliamentary meeting on Tuesday that he plans to take legal action against Mediapart, including possible complaints for forgery and forged documents, and accused the outlet of waging “total war” against his party. Le Pen, sitting next to Bardella, said that she had “absolute confidence” in him.
Israel’s Chikli said on social media that he and Bardella had common enemies. “Like the leftists in Israel, the leftists in France are experts at character assassination,” he said in his post, sharing a photo of himself shaking hands with Bardella at the Nova massacre site.
Chikli has cultivated ties between the Israeli government and European far-right parties, including others that have been criticized for histories of antisemitic and neo-Nazi figures in their ranks, such as Vox in Spain and the Sweden Democrats in Sweden.
Bardella, the National Rally and Chikli did not immediately respond to JTA requests for comment.
Chikli and Bardella both also accused Mediapart of a left-wing agenda. They each noted that the outlet’s co-founder, Edy Plenel, expressed sympathy in 1972 for the Palestinian militant group Black September, which killed 11 Israelis in a terrorist attack at the Munich Olympic Games that year. Plenel later disavowed those comments, which he said he made when he was 20.
Michel Wieviorka, a Jewish French sociologist who researches racism and extremism, told JTA that the antisemitism allegations strike at the heart of the National Rally’s aim to prove their “respectability.”
Le Pen has sought for over a decade to detoxify the party’s image. In 2015, she expelled from the party her father Jean-Marie Le Pen, a co-founder of the National Rally in 1972 who was repeatedly convicted of hate speech and Holocaust denial. Another founder and early leader of the party was Pierre Bousquet, who formerly served in the Nazi Waffen-SS.
Today, support for Israel has become key to the National Rally’s avowed renunciation of its antisemitic past.
“The strategy of [Bardella’s] party is to appear as the best friend of Jews, and Israel,” said Wieviorka.
Bardella invoked his visit to Israel in his denial of the alleged antisemitic messages.
“Since I began my political engagement, I have never had any ambiguity on the subject of the fight against antisemitism, to the point of being received, in 2025, by the Israeli government,” he said on X.
Meanwhile, French Foreign Minister Jean-Noël Barrot said on X that the accusations against Bardella revealed “the true face of the far right.”
“To all those with short memories: antisemitism is not a slip-up for the [National Rally], it is the history of this party,” said Barrot.
The post French far-right leader accused of antisemitism, defended by Israeli minister appeared first on The Forward.
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In a time of uncertainty, European Jews renovate synagogues and dedicate Torah scrolls
(JTA) —
Getting a “200-year-old lady” ready for a major debut is quite a task. But in Vienna, the Jewish community’s historic main synagogue made it just in time for the Jewish New Year.
The “lady” — Vienna’s stately Stadttempel synagogue, or City Temple — has been rededicated after more than a year of top-to-bottom renovations, from floors to windows, to the heating and cooling systems, from safety features to restroom facilities. The job cost more than 10 million euros, or $11.3 million.
The synagogue was “still beautiful but has its signs of age,” Rabbi Jaron Engelmayer told the Jewish Telegraphic Agency in a phone interview. “And it wasn’t adequate for some matters of today.”
“The whole concept was sticking to what it was and still is, but it has a new face,” said Engelmayer, who has been chief rabbi of Vienna’s Jewish community since 2020. The Orthodox congregation also inaugurated a new Torah scroll in ceremonies Sept. 15. Parts of it incorporated earlier manuscripts “written in the old synagogue of the Middle Ages in Vienna,” making it a bridge to history, he said.
Large and small, Jewish communities in Europe are marking the season of renewal in concrete ways at a time of uncertainty seeded by antisemitism and anti-Israel sentiment. In Budapest, the historic Rákospalota synagogue — used as a library warehouse for decades — recently held its first service in its renovated premises. And a 15-member Jewish prayer group in Leipzig has welcomed its first Torah scroll, on a 99-year loan.
All are looking to the future, whether fixing a hole in the roof or dedicating a holy book.
“Jews by definition have to be optimistic,” said Rabbi Pinchas Goldschmidt, head of the Munich-based Conference of European Rabbis, which represents some 800 Orthodox Jewish communities.
“They have no other choice. And having said that, if in the past there was a tendency to say, ‘okay, the situation is bad over here, let’s go somewhere else,’ today, wherever you look, the situation is not good,” he said.
Taking action is more constructive than regretting current circumstances, said Rabbi Elisa Klapheck, head of Germany’s non-Orthodox General Rabbinical Assembly, which has 45 member rabbis. “We can lament antisemitism, we can lament attacks on Jewish communities, but that doesn’t help us,” she said. “So I think on a smaller scale, but maybe a much more resilient scale, the chagim [holidays] have shown that there was a positive atmosphere.”
Ruth Ellen Gruber, developer of the Jewish Heritage Europe portal, a project of the Rothschild Foundation Hanadiv Europe, expressed amazement at the pace of the rehabilitations.
“Despite increasing incidents of antisemitism, there are so many synagogue restoration projects that I cannot keep up,” said Gruber. Whether maintenance or preservation, all are “sign[s] of resilience among Jewish communities, volunteers, researchers, NGOs, civic bodies, and others,” she said in an email to JTA.
Examples include the Ashkenazi Great Synagogue in Constanta, Romania; the grand synagogue in Metz, France; the domed synagogue in Trencin, Slovakia; the Etz Hayyim Synagogue in Larissa, Greece; and the historic Yanbol synagogue in Istanbul.
“Some will serve as museums or cultural centers that usually house Jewish heritage exhibitions; others will serve as venues for both Jewish worship and cultural events,” she said.
In Leipzig, Rabbi Esther Jonas-Maerten doesn’t actually have a synagogue building for her Beth Ez Chaim “Lehrhaus,” a study group that meets in private homes. But she now has a Torah scroll for participants in the program, which is open to all who wish to learn more about Judaism.
The scroll, on a 99-year-loan from the Kehilat Shalom synagogue in Gaithersburg, Maryland, will be formally dedicated in ceremonies on Oct. 4. “That will be the first public event with our new Torah,” Jonas-Maerten, a Conservative rabbi, told JTA in a phone interview.
After a long and fruitless search for a scroll her group could afford, she asked Washington, D.C.-based Rabbi Lauren Tuchman to share her appeal: “I wrote a letter basically saying, ‘Most wanted! A sefer Torah!” Jonas-Maerten recalled. “Within two weeks, I got a response.”
The U.S.-Europe connection has been a fruitful one, when it comes to Torahs.
Last year, the Conservative congregation Ki Tov in Warsaw received the gift of a scroll from New Jersey sister congregation B’nai Sholom/Fair Lawn Jewish Center. The scroll, originally from Europe, was donated in memory of Holocaust survivors.
The independent Berlin-Brandenburg congregation Ohel Hachidush received its first scroll in 2008 from Shir Tikvah in Troy, Michigan, and purchased a second scroll in 2024 from retiring Rabbi Moshe Halfon of Mount Sinai Synagogue in Cheyenne, Wyoming.
Both needed repair, especially the first one, Cantor Jalda Rebling, a Jewish Renewal movement ordainee who co-founded Ohel Hachidush with Anna Adam, told JTA.
“Its brokenness is also a symbol, I always say, for our Jewish history here in Europe,” said Rebling, “because all our Jewish lives are broken, and we all love this Torah.”
Vienna’s Jewish community currently has about 12,000 members. Before World War II, it numbered close to 200,000, according to the community’s website. Many fled, and about 47,000 Austrian Jews, most of them from Vienna, were murdered in the Holocaust.
Today’s community is “quite small in numbers, but very highly active and diverse in its traditions,” said Engelmayer, whose mother’s family came from Switzerland and father’s from Poland. “It goes from Ashkenazi to Sephardi, from secular to ultra-Orthodox, and it’s a whole range between. And it feels like a family.”
During Engelmayer’s tenure, “there was the COVID crisis and afterwards the war in Ukraine, which brought a lot of fugitives and refugees to Vienna – also Jews. And of course, the 7th of October, which brought a big rise in antisemitism, which is still being dealt with today.”
Nevertheless, celebrants went “through the streets of Vienna with high hats and proudly Jewish, bringing the new Torah scroll into the restored synagogue,” Engelmayer said: All those challenges led to “an increase of inner strength, of holding together, of answering to the crisis by much more Jewish life and being more active and more visible.”
The post In a time of uncertainty, European Jews renovate synagogues and dedicate Torah scrolls appeared first on The Forward.
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For a few terrifying minutes, Israelis were heroes again
For a few terrifying minutes aboard a Flydubai flight bound for Tel Aviv on Wednesday, a group of Israeli passengers found themselves with a problem that was considerably more immediate than the usual arguments about Israel. Someone in the cockpit had become violent, the airplane was descending rapidly and the people aboard had to figure out what to do. They did.
According to the emerging account, Israeli passengers helped overpower the attacker and restrain him, while pilots traveling as passengers assisted in getting the aircraft safely onto the ground in Saudi Arabia. Other passengers provided medical assistance. A flight that could have ended in catastrophe instead became one of those extraordinary stories in which ordinary people discover that the few seconds available for a decision are the only seconds that matter.
There is something refreshing about the simplicity of the story. The passengers were confronted with a danger that required immediate action, and some of them acted. Israelis watching the story unfold saw a familiar national trait emerge in circumstances where slogans had very little use.
Former Israeli spokesman Eylon Levy captured the comic quality of it perfectly. “Overall, the probability that a plane full of Israelis will contain a trained assault team, two additional pilots, and, statistically, at least one cardiac surgeon, psychologist, lawyer, and diamond dealer is substantially higher than 50%.”
The joke survives the caution that is always needed with stereotypes because anyone who has spent time around Israelis recognizes the type. Put 180 Israelis in a metal tube in the skies and you have a statistically improbable concentration of people who have served in the military, flown aircraft, treated patients, run companies, handled emergencies, argued with authority and developed the conviction that whatever has gone wrong can probably be fixed if everyone stops panicking and starts doing something.
For Israelis, that quality has long been part of the national mythology. The country was built around the idea that its people would have to improvise their way through circumstances that seemed to offer very little room for error. The mythology produced its own cliches: the engineer who can repair anything, the doctor who appears when somebody needs one, the stranger who immediately assumes responsibility because waiting for an official response seems inefficient.
In the military, it is the officer who shouts “after me” – aharai! – rather than leading from behind.
This is the Israel that was admired after the 1967 Six Day War – or for the 1977 commando raid on Entebbe Airport that rescued over 100 hostages held by pro-Palestinian hijackers.
Sadly, much of the world has encountered a very different Israeli stereotype in recent years. Israelis have increasingly become symbols in arguments about war, occupation, nationalism and international law. Israel itself has become increasingly isolated, and Israelis have experienced insults and worse while traveling abroad.
October 7 added another layer to the picture. The country that had spent decades cultivating an image of military competence suddenly had to confront an astonishing failure of intelligence and security. The image of the Israeli who always knows what to do became harder to sustain when the country itself had been caught so badly unprepared.
And Israel has been widely and wildly vilified around the world – by the far left, by the far right, by antisemites of every stripe and activists who have made Zionism a dirty word and have turned Israel into an avatar for everything that is wrong in the world.
Then came the FlyDubai flight.
The flight’s landing in Israel was top news all over the world. CNN reported the event as a miraculous act of heroism. Even The Guardian, not known for its pro-Israel coverage of late, gushed about the “daring rescue.”
That may explain why Prime Minister Benjamin Netanyahu moved so quickly to meet the returning passengers. Whatever one thinks of Netanyahu’s politics, his instincts for symbolism are unusually sharp. For a man far behind in the polls ahead of Oct. 27, it was a godsend. He understood the importance of attaching himself to bravery.
There is an old Israeli sensibility that can be difficult to explain to people who have never lived there. It combines self-confidence with improvisation, anxiety with humor and a stoicism before dire circumstances.
The Flydubai passengers offered a particularly vivid demonstration of that quality.
But there is a larger lesson here, although it is a modest one. Countries become caricatures when their people are reduced to the arguments surrounding them. Israelis have been seen increasingly through the prism of the Israeli-Palestinian conflict, and sometimes through the actions of the government that happens to represent them. A plane full of passengers offers a different perspective.
They were scared. They were ordinary. They were resourceful. Some of them were brave. And the world was reminded of another side of Israel.
The post For a few terrifying minutes, Israelis were heroes again appeared first on The Forward.

