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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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Hamas, Islamic Jihad Announce Hostage Body Handover
A Red Cross vehicle, escorted by a van driven by a Hamas terrorist, moves in an area within the so-called “yellow line” to which Israeli troops withdrew under the ceasefire, as Hamas says it continues to search for the bodies of deceased hostages seized during the Oct. 7, 2023, attack on Israel, in Gaza City, Nov. 12, 2025. Photo: REUTERS/Dawoud Abu Alk
The armed wings of Palestinian terrorist groups Hamas and Islamic Jihad said on Thursday they would hand over the body of a hostage at 8 pm local time (1800 GMT), though Israel said it had not received any official notification of a planned transfer.
Islamic Jihad, which is allied with Hamas and also seized hostages during the Oct. 7, 2023, attack that precipitated the Gaza war, said the body was recovered in the southern Gaza city of Khan Younis.
Under an October ceasefire deal, Hamas released all 20 surviving hostages still held in Gaza in exchange for nearly 2,000 Palestinian prisoners and wartime detainees held by Israel.
The agreement also provided for the return of the remains of 28 hostages in exchange for the remains of 360 militants.
Until Thursday, the remains of four hostages were still held in Gaza.
An Israeli government spokesperson told reporters Israel was unaware of any planned return, despite media reports suggesting the handover could take place later on Thursday.
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Coalition Led by Iraqi PM Sudani Comes First in Iraq’s Election, Commission Says
A man holds a flag of Iraq from a car with an election poster featuring current Prime Minister Mohammed Shia’ al-Sudani, as supporters of the Reconstruction and Development Coalition celebrate after preliminary election results were announced in Baghdad, Iraq, Nov. 12, 2025. Photo: REUTERS/Ahmed Saad
A coalition led by Iraqi Prime Minister Mohammed Shia al-Sudani came first in Iraq’s parliamentary election, the Independent High Electoral Commission said on Wednesday.
His coalition received 1.317 million votes in Tuesday’s election, the commission said.
Reuters reported earlier that Sudani placed first, citing two electoral commission officials with knowledge of the results.
Sudani was seeking a second term in Tuesday’s election, but many disillusioned young voters saw the vote simply as a vehicle for established parties to divide Iraq’s oil wealth.
However, Sudani tried to cast himself as the leader who could make Iraq a success after years of instability, arguing he had moved against established parties that brought him to power.
No party can form a government on its own in Iraq’s 329-member legislature, so parties build alliances with other groups to become an administration, a fraught process that often takes many months.
The final total turnout in Iraq’s parliamentary election reached 56.11 percent, the electoral commission said earlier on Wednesday.
“The voter turnout is clear evidence of another success, reflected in the restoration of confidence in the political system,” Sudani said in a televised speech following the announcement of the initial results.
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At Grossinger’s in the Catskills, Jews learned how to be American
Jewish resort culture in the Borscht Belt peaked in the mid-1950s when there were 538 hotels, 50,000 bungalows, and 1,000 boarding houses. Among the best known was Grossinger’s where Jewish singles mingled with the likes of Lucille Ball, Milton Berle and Elizabeth Taylor over the course of the resort’s more than seven-decade existence.
We Met at Grossinger’s, a documentary directed by Paula Eiselt (Under G-d, 93 Queen), explains how Grossinger’s became so successful despite the fact that its founder had only a sixth grade education. In 1900, at the age of 8, Jennie Grossinger immigrated with her family from Galicia, Austria to New York. She dropped out of school and began working as a buttonhole maker to help support her family, until her father became sick and they moved to the Catskills. Her father hoped to start a farm, but the family found the rocky land was better suited for a boarding house than crops. Jennie managed the inn while her mother oversaw the kitchen, and she eventually made enough money to purchase a larger building down the road.
The documentary features a range of interviewees, including Grossinger’s descendants, historians, and celebrities, such as Jackie Hoffman and Joel Grey, who frequented the resort. With its snappy editing and in-depth approach to the history of the culture, the film brings the past back to life and captures how the resort became ingrained in people’s personal lives.
Grossinger’s grandson Mitchell Etess estimates that thousands of couples met there. Hoffman says it’s where she had her first makeout session with a boy. Former employees say Grossinger’s elite guests motivated them to pursue better education and careers. Multiple interviewees say the resort was a home away from home.
Archival footage of people dancing, swimming, dining, and being entertained takes viewers back to the glitz and glamor of the Catskills in its heyday. Although Jewish resorts were founded in response to antisemitic exclusion at other places, the joy Jews were able to create for themselves diminishes the darkness of this bigotry.
The resorts gave Jews a place to escape antisemitism and be among people with a shared culture. For Holocaust survivors it provided the opportunity to connect with others who could understand their trauma. Jewish athletes like boxer Barney Ross (born David Rosofsky) relied on Grossinger’s as a place where they could train and get kosher food. Jews also got a crash course on assimilation, learning how to engage in American social activities like golfing and playing tennis without fear of judgment.
It wasn’t just Jews that fled to the Catskills. Bard College professor Myra Armstead’s grandparents moved there during the Great Migration and opened the Gratney M. Smith, a boarding house for Black workers and vacationers. Jackie Robinson was an invited guest at Grossinger’s and became friends with Jennie. The Jewish Vacation Guide, which pointed Jews to safe housing and dining in the area and around the country, inspired the Green Book, which provided the same functions for Black people.
But in the 1970s, when it became easier for Jews to vacation with non-Jews, the resorts became less of a necessity. Buildings in the city now had air conditioning, so people didn’t have to escape to the mountains for cooler weather. Teenagers and young adults began to prefer to spend their vacations with friends or doing activities that didn’t involve being attached at the hip to their parents or grandparents.
In 1987, a year after Grossinger’s closed, the lost culture it had once embodied was given renewed attention in Dirty Dancing. Although the film avoided explicit mentions of Judaism, the fictional Kellerman’s was based on Grossinger’s and the script was written by resort regular Eleanor Bergstein.
Now, younger generations are starting to take an interest in the Borscht Belt culture. The Marvelous Mrs. Maisel has exposed new audiences to this old form of Jewish vacation culture. Photographers Marisa Scheinfeld and Isaac Jeffreys have created photography collections of abandoned Catskill resorts. The Borscht Belt Museum teaches visitors about this bygone period.
But unlike fictional media and photos of the past, We Met at Grossinger’s offers firsthand accounts of life in the Catskills from those who lived it, adding a personal dimension to this new wave of Jewish nostalgia.
We Met at Grossinger’s will have its world premiere at DOC NYC on November 13, with subsequent screenings on November 16 and 19.
The post At Grossinger’s in the Catskills, Jews learned how to be American appeared first on The Forward.