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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 three profound Jewish lessons of Mamdani’s astonishing victory
Among pollsters familiar with the American Jewish vote, the events of Nov. 4, 2025 in New York City will go down as Opposite Day.
A CNN exit poll showed that Zohran Mamdani, the new mayor-elect, received just about 30% of the Jewish vote, while his opponents, former Gov. Andrew Cuomo and Curtis Sliwa, together received a total of 70%. Those numbers are effectively the inverse of the Jewish vote in decades of national elections, which have usually seen the Democratic candidate getting between 70% and 80% of the Jewish vote.
Now, that stark divide is one that Jews, and Mamdani, will have to learn to live with.
For the majority of Jews who opposed Mamdani, there are a few primary lessons.
First and foremost: If you want people to care about your most important issues, you first have to address their most important issues.
Pro-Palestinian positions may have fueled Mamdani’s politics and established his early volunteer base, but they didn’t win him the election. The New Yorkers who voted for him “overwhelmingly” said cost of living is their top issue, reported CNN.
For most New Yorkers who hit the polls, questions about Mamdani’s attitude toward Israel Israel — and even concerns about antisemitism — paled in importance beside affordability.
Yet one tone-deaf Jewish leader after another pleaded with voters to reject Mamdani because of his highly critical attitude toward Israel. That stance, they said, could lead to attacks on Jewish New Yorkers.
Exactly why should economically besieged New Yorkers care?
Second, I suspect we will find out that a good portion of the Jewish voters who did opt for Mamdani did so not despite his stance on Israel, but because of it.
Most American Jews say Israel has committed war crimes against Palestinians. Some 68% are unhappy with Prime Minister Benjamin Netanyahu. Most can’t vote against Netanyahu, but they can vote for Mamdani, or their local equivalent.
The Jewish vote for Mamdani was a rebuke to the mainstream Jewish leadership that organized against the mayor-elect. That leadership didn’t speak for these Jews. Mamdani did.
It’s also surely true that some portion of Jewish Mamdani supporters voted for him while opposing his views and statements about Israel — what my fellow Forward columnist Jay Michaelson called the “No-Yes option”. These Jewish voters saw Mamdani, in the last months of his campaign, reach out to Jewish leaders, political opponents, business interests and others as a sign that he was open to compromise and bridge-building.
And third: While many in the Jewish community had good reasons to oppose Mamdani, they should be grateful for those Jews who supported him. There is a certain blessing in the fact that center-left Jewish leaders like outgoing Comptroller Brad Lander and former New York City mayoral candidate Ruth Messinger got behind Mamdani — because under his administration they will now be in or near the room where it happens.
These leaders, who have been slammed by some as traitors, sell-outs and self-haters for supporting Mamdani, now have the opportunity to help him make good on his promise to protect and serve Jewish New Yorkers.
Mamdani built reassurance on that front into his victory speech Tuesday night.
“We will build a city hall that stands steadfast alongside Jewish New Yorkers and does not waver in the fight against the scourge of antisemitism,” he said, before pivoting to decry the Islamophobia he faced in the campaign.
But Mamdani himself has much to learn, too.
Tomorrow, when the party is over and the 34-year-old mayor-elect begins meeting with his transition team,what lessons should he draw from the Jewish vote’s split?
Above all, that “being overly controversial on Israel is not in his self-interest,” said Peter Dreier, a professor of politics at Occidental College in Pasadena, Calif. “He needs to bring people together. He needs to focus laser-like on running the city and his affordability agenda.”
It’s one thing to be critical of Netanyahu, and another to say, as Mamdani has, that he would boycott the joint research center between Cornell University and Israel’s Technion based on New York City’s Roosevelt Island. He should stick to the former.
And as he works to fulfill his promise to make New York more affordable, Mamdani must also keep his promise to Jewish New Yorkers to keep them safe.
There will be special, if unfair, scrutiny of how this Muslim mayor relates to his Jewish citizens, and Mamdani could prove the fearmongers to be, well, fearmongering.
He must show he can rein things in, said Dreier, who served as deputy mayor of Boston in the 1980s under Ray Flynn. Flynn was feared by the business elite but left office with a 74% approval rating. “We ran a very progressive campaign,” Dreier said, “and then we had to figure out what we were going to give in, and where we could hold the line.”
And it’s not just New Yorkers and New York Jews who will be watching. Mamdani’s religion and views on Israel have made it inevitable that American Jews across the country will be either on board, or on edge.
Will Mamdani work to flip the Jewish voter exit poll numbers for his next race back to the familiar 70/30? That would seem to be the move for a young politician with a promising career ahead of him, and with a Jewish constituency that is predisposed to vote for the Democrat.
But say he leans into his radical roots and betrays his promises? That would leave a lot of Jews feeling politically homeless — at a time when the Republicans are opening the doors to explicitly antisemitic far-right figures like Nick Fuentes and Candace Owens. The question of whether Jews still fit, politically, in the United States — and if so, where — is one that Mamdani will have a crucial role in answering.
“My rabbi has been on the job for three months and just gave a sermon about Mamdani,” Dreier said. “I mean, why the hell would a rabbi here in Pasadena care about who’s the mayor of New York?”
The post The three profound Jewish lessons of Mamdani’s astonishing victory appeared first on The Forward.
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Mamdani’s victory divides Jews one more way: Whether to say congratulations
Jewish leaders reacted with a mix of chill, optimism and resolve after state assemblyman Zohran Mamdani, an outspoken critic of Israel, coasted to victory in New York City’s mayoral election.
Many of Mamdani’s biggest critics commented on his victory over former Gov. Andrew Cuomo. But not all of them were willing to congratulate Mamdani, whose politics have exposed a deep rift in the Jewish community over Israel and antisemitism.
Mamdani’s refusal to disavow the phrase “globalize the intifada,” his description of Israel’s war in Gaza as a genocide and his admission that he would not attend the city’s annual Israel Day parade infuriated many of the city’s Jews, though others — especially younger Jewish voters — understood or appreciated what they saw as a principled stand.
Mamdani, a member of the Democratic Socialists of America, often emphasized that foreign policy was a secondary concern, but he was dogged throughout the campaign by remarks he made about Israel.
Exit polls by CNN showed 60% of the city’s Jewish voters backing Cuomo, who ran as an independent following Mamdani’s victory in the June Democratic primary.
Among the detractors declining to wish the mayor-elect well was Anti-Defamation League CEO Jonathan Greenblatt, who wrote on X that in light of Mamdani’s “long, disturbing record on issues of deep concern to the Jewish community, we will approach the next four years with resolve.”
A joint statement from several establishment New York Jewish institutions, including the city’s Jewish Federation and Board of Rabbis, also declined to congratulate Mamdani, who is the city’s first-ever Muslim mayor-elect.
“New Yorkers have spoken, electing Zohran Mamdani as the next Mayor of New York City,” the statement, which was also signed by the American Jewish Committee, Jewish Community Relations Council and ADL, in part read. “We recognize that voters are animated by a range of issues, but we cannot ignore that the Mayor-elect holds core beliefs fundamentally at odds with our community’s deepest convictions and most cherished values.”
The groups added that they would work with “all levels of government” to ensure the safety of the city’s Jewish community.
Other Mamdani opponents took a friendlier tack.
Pro-Israel billionaire Bill Ackman, who had predicted a Cuomo win earlier in the day, appeared to extend an olive branch. After the election was called for Mamdani, Ackman wrote, “@zohranmamdani congrats on the win. Now you have a big responsibility. If I can help NYC, just let me know what I can do.”
The Democratic Majority for Israel, a national organization, congratulated Mamdani but added, “We urge him to prioritize fulfilling his campaign promises to bring down costs, not foreign policy issues that are unrelated to the everyday lives of most New Yorkers.”
One pattern emerging from the reaction, particularly among Cuomo supporters, was to blame Republican nominee Curtis Sliwa as a spoiler who stayed in the race after even incumbent Mayor Eric Adams dropped out. Cuomo supporters at his Ziegfeld Ballroom watch party chanted, “Shame on Sliwa.” But Sliwa’s votes, even if Cuomo had received all of them, would likely not have been enough to overcome Mamdani’s lead.
New York City controller Brad Lander, who campaigned for Mamdani and helped build bridges to parts of the Jewish community, celebrated at the Brooklyn Paramount Theatre with the mayor-elect wearing a message to Cuomo on his T-shirt, “Good F—ing Riddance.”
The post Mamdani’s victory divides Jews one more way: Whether to say congratulations appeared first on The Forward.
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In a first, a ballot initiative to divest from Israel has won at the ballot box in Boston suburb
(JTA) — A municipal ballot proposal to divest from Israel went before a popular vote for the first time on Tuesday — and pulled off a decisive victory.
Question 3 won more than 55% of the vote in unofficial election results in the Boston suburb of Somerville, Massachusetts, as the Israel-divestment movement saw the elevation of its most well-known proponent in politics — Zohran Mamdani — to mayor of New York City.
Local pro-Palestinian activists claimed victory, with Somerville for Palestine — the group that gathered the signatures required to put the non-binding resolution on the ballot — posting a celebratory Instagram video alongside the Boston chapter of anti-Zionist group Jewish Voice for Peace.
However, as they were celebrating, the mayoral candidate best poised to enact the proposal in Somerville conceded his race to a rival who signaled he was far less likely to do so. Willie Burnley Jr., a democratic socialist who had endorsed Question 3, lost to fellow at-large city council member Jake Wilson, who did not.
A handful of other American cities have previously adopted Israel divestment proposals brought by their city councils. One of those is Portland, Maine, whose mayor publicly regretted backing divestment after hearing from local Jewish groups. An attempt last year to place a similar referendum on a Pittsburgh ballot failed after legal challenges to the signatures. Similar attempts to challenge the Somerville measure failed.
Home to Tufts University and several Jewish congregations, the four-square-mile Somerville has a population of around 82,000. Residents voted on whether its mayor should “engage in business that sustains Israel’s apartheid, genocide and illegal occupation of Palestine.” The local teachers union endorsed the measure.
Jewish groups opposed the measure, including the newly formed group Somerville United Against Discrimination, which ran TV ads against it. Brian Sokol, a Jewish IT manager and writer based in Somerville, implored his neighbors on Facebook to reject the measure — citing friends of his who were killed by a Hamas suicide bomber in Israel in 1996.
“I am not equating those in Somerville urging a Yes vote with violent extremists or terrorists,” he wrote. “But passing this ballot measure would unintentionally land Somerville on the wrong side of the deeper ideological rift.”
On the other side, a group of 84 local pro-Palestinian Jews endorsed the measure in an op-ed in the Tufts student newspaper. Celebrating the recent ceasefire in Israel and Gaza but saying that Israel has continued to commit atrocities in the region, the authors pointed to local contracts with two companies, Hewlett-Packard and Lockheed Martin, that total over $2 million.
Somerville became a flashpoint in the fight over campus pro-Palestinian activism earlier this year when a Tufts graduate student, Rümeysa Öztürk, was seized by ICE agents and put into deportation proceedings for writing an op-ed in the student paper urging divestment from Israel. A judge freed Öztürk while her deportation case remains ongoing.
The post In a first, a ballot initiative to divest from Israel has won at the ballot box in Boston suburb appeared first on The Forward.
