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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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Milei praises ‘Judeo-Christian values’ at Chabad event as Argentina courts European Jews
(JTA) — BUENOS AIRES — Argentine President Javier Milei exalted “Judeo-Christian values” on Monday as he spoke to a crowd of 1,800 people celebrating the 32nd anniversary of the death of the last Chabad-Lubavitch rabbi.
Milei was the keynote speaker at the Hasidic Orthodox movement’s event marking the yahrzeit of Rabbi Menachem Mendel Schneerson, becoming what appears to be the first sitting non-Jewish head of state to make an official tribute to the Lubavitcher Rebbe at a major Chabad event.
“The conclusion I have reached is simple in its formulation and profound in its consequences: When one embraces Judeo-Christian values, spiritual and material life become aligned and resonate on the same wavelength,” Milei said Monday night at the Palacio Libertad cultural center.
It was the latest in a long list of expressions of admiration for Judaism for Milei, a self-described “anarcho-capitalist” who was elected in 2023 and since has made support for Israel a cornerstone of his agenda. He has previously visited Schneerson’s grave in New York City, made pilgrimages to the Western Wall in Jerusalem and presented a picture of Schneerson to Israeli Prime Minister Benjamin Netanyahu as a gift. He was also honored at a Chabad synagogue in Miami in 2024, where he revealed that he believed he has Jewish heritage.
Milei has long studied Judaism and has said he wants to convert after leaving office but sees Jewish practice, including the observance of Shabbat, as incompatible with the presidency.
His 40-minute speech at the Chabad event focused almost entirely on Jewish religious texts and thought, quoting passages from the Torah as the basis of his economic view.
Milei also revealed that his address was drawn from the epilogue of his upcoming book, “Morality as State Policy,” in which he argues that capitalism is a system invented by “the Creator” — whom he also referred to as “the One” — to bring paradise to earth through work.
Jews in Argentina have a range of perspectives on Milei’s philosemitism.
“I appreciate that the president chose to attend and speak at the Tribute to the Rebbe,” Rabbi Tzvi Grunblatt, the head of Chabad in Argentina, told the Jewish Telegraphic Agency. “He is doing so from a deeply personal place. I also think it is healthy for him to have this spiritual side.”
But Alicia Osipovich, a sign-language interpreter assisting a deaf attendee at the event, told JTA that Milei’s forceful support for Israel and Judaism made her uneasy, even as she personally appreciated it.
“I’m proud and deeply moved to have a president like him,” Osipovich said. “At the same time, I have some concerns. He speaks extensively about Israel, and you know how support for Israel is sometimes portrayed. He says he is a Zionist, but nowadays the word ‘Zionist’ is often used as a negative label. I have mixed emotions. As a Jew, I am proud, but I also feel some concern about the increased public exposure of Judaism these days.”
Under Milei’s leadership, Argentina has invited European Jews worried about rising antisemitism to consider the country as a destination. Foreign Minister Pablo Quirno recently emphasized Argentina’s attractiveness in a message aimed at Jews in Britain and other European countries who are grappling with surging incidents targeting Jewish communities.
“A country on the up with great opportunities. Sunny, with many natural attributes, and home to the largest Jewish community in Latin America. Strong stand against antisemitism. British and European Jews should seriously consider Argentina. You are welcome,” Quirno wrote on X in reply to author Saul Sadka, who had urged British Jews to consider leaving amid growing hostility.
Argentina’s leading Jewish organization, DAIA, has recorded more antisemitic incidents in recent years, mostly taking place online. But the rate of antisemitic incidents reported in the country last year was significantly lower than in many other countries with sizable Jewish populations, according to the 2025 worldwide antisemitism report published in April by Tel Aviv University.
Rabbi Abraham Cooper, the Simon Wiesenthal Center’s global director, praised Quirno’s invitation, saying it reflected a significant shift.
“Sign of the times? A country formerly ruled by a Nazi-supporting dictator has morphed over decades into a strong democracy whose president is a philo-Semite,” Cooper wrote in reply to Milei’s foreign minister. “Argentina currently serves as chair of IHRA [the International Holocaust Remembrance Alliance]. Foreign minister now beckons embattled British Jews. Incredible.”
Israel’s ambassador to Argentina Eyal Sela told JTA at the Chabad event that he had no difficulty recognizing that Argentina is currently a very good place for Jewish life.
“Yes, I agree with the Argentine foreign minister,” Sela told JTA. “Of course, Israel will always be the best place for Jewish life. But today, Argentina is a much better place for Jews than Europe.”
Monday’s event opened with the testimony of Yosef Chaim Ohana, a survivor of the Oct. 7, 2023, Hamas attack on Israel, who expressed deep gratitude for the support shown by Jews around the world, followed by remarks from his father, Avi Ohana. Milei hosted the Ohanas and Grunblatt on Tuesday morning at Argentina’s presidential palace, the Casa Rosada.
Dozens of Argentine nationals were murdered or taken hostage on Oct. 7. This week, an Israeli who had worked in Buenos Aires at the Israeli embassy in Argentina was killed in an attack on a moshav in central Israel.
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France bans Smotrich as 6 countries impose new sanctions over Israeli settler violence
(JTA) — Six countries have imposed coordinated sanctions against Israeli groups over settler violence in the West Bank, with France barring Israel’s far-right finance minister, Bezalel Smotrich, from its borders.
France, the United Kingdom, Canada, Norway and Australia on Tuesday released sweeping sanctions on Israeli networks and leaders to “hold extremist settlers accountable for the horrific levels of settler violence against Palestinian civilians,” their foreign ministers said in a joint statement.
The measures include a range of travel bans and asset freezes aimed at disrupting flows of finance to extremist settler groups as violence escalates in the West Bank. The United Nations reported over 1,800 settler attacks against Palestinians in 2025, the highest number since it began documenting incidents in 2006, and violence has remained intense this year. The Israeli military also recorded a sharp increase in nationalist and settler violence in 2025.
Israel said it rejected “the disgraceful measures adopted by foreign governments against Israeli citizens, entities, and a government minister,” accusing the other countries of imposing a political stance that was “camouflaged as measures against violence.”
“What these governments have in common is their resounding failure to combat the antisemitism that is rampant in their own countries,” said Israel’s Foreign Ministry. “Anti-Israeli policies of the kind adopted today only serve to fuel that antisemitism.”
New Zealand imposed travel bans last week on three Israelis: Itamar Yehuda Levi, Harel David Libi and Eliav Libi. Foreign Minister Winston Peters said the bans were not aimed at the Israeli government or people, but targeted “three individuals who have actively worked to expand illegal settlements in the West Bank, including through violence.” Levi and his construction company, Eyal Hari Yehuda, were also listed as targets of new sanctions from the United Kingdom. Levi, Harel David Libi and Eliav Libi could not be reached for comment.
France on Tuesday joined a growing list of countries to ban Smotrich, Israel’s far-right finance minister who oversees demolition and construction in a portion of the West Bank. The ban comes days after Smotrich visited the United States to march in a pro-Israel parade in New York City, surprising many local Jewish leaders who said they do not support him.
Smotrich has already been barred from entering Ireland, Spain, the United Kingdom, Norway, Australia, New Zealand, the Netherlands and Slovenia. Smotrich did not respond to a request for comment.
Those countries have also previously banned Itamar Ben-Gvir, Israel’s far-right national security minister. France banned Ben-Gvir last month after he posted a video of himself taunting detained activists who attempted to carry aid to Gaza on a flotilla.
France added four leaders of settler organizations and 21 settlers accused of violence to its travel ban list on Tuesday, according to foreign affairs minister Jean-Noël Barrot.
The United Kingdom, for the first time, has explicitly advised businesses against economic and financial activity in the West Bank. The country released a list of seven sanctioned people and entities that financially support Israeli settler farms and outposts in the West Bank or are associated with physical attacks on Palestinians.
Foreign Secretary Yvette Cooper also announced at least £10 million for the Palestinian Authority, which runs Palestinian areas of the West Bank, and £1 million for humanitarian assistance with clearing mines in Gaza.
Canada announced that its measures on Tuesday brought the country to a total of 19 individuals and 12 entities sanctioned for “their role in extremist settler violence.”
The joint statement issued by five foreign ministers said that illegal settlements, which shrink the territory inhabited by Palestinians, undermine “viability of the State of Palestine and the prospects for peaceful coexistence.” Norway officially recognized a Palestinian state in May 2024, with France, the United Kingdom, Canada and Australia following suit in September 2025. New Zealand has not recognized a Palestinian state.
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Colombian President Gustavo Petro sparks outcry over tweet reading ‘Heil Hitler’
(JTA) — Colombia’s outgoing president, Gustavo Petro, sparked fierce condemnation from Israeli and Latin American leaders after he tweeted the phrase “Heil Hitler” Sunday in response to an op-ed endorsing a candidate in the country’s upcoming presidential election.
Petro, a left-wing president in the final weeks of his term ahead of the country’s June 21 runoff election, posted the Nazi phrase in response to an op-ed supporting right-wing presidential candidate Abelardo de la Espriella.
Petro subsequently defended his use of the Nazi slogan, arguing that he was critiquing the language used by the op-ed’s author, which he said included “fascist phrases.”
His defense came after criticism from Israeli leaders and others who said the “Heil Hitler” comment was inappropriate.
Israel’s ambassador to the United Nations, Danny Danon, called on the Colombian leader to “come to your senses and apologize” before Wednesday, when he is slated to preside over a debate at the United Nations Security Council.
“President of Colombia, @petrogustavo, whatever is going on in your personal life, there are lines that must never be crossed,” Danon wrote in a post on X. “Using Nazi slogans is a disgraceful low from which there is no coming back.”
Israel’s Foreign Ministry also decried the post, writing on X that it was a “total loss of moral compass and an indelible stain on Colombia’s legacy.”
The episode comes amid shifting norms about the use of Holocaust analogies and language in political discourse. After being considered out of bounds for a long time, people on both the right and the left have increasingly shed those norms amid growing political polarization and extremism around the world.
The “Heil Hitler” post was not the first time Petro has landed in hot water for invoking the Holocaust. In the wake of Oct. 7, Petro drew backlash from Jewish and Israeli leaders for likening the actions of Israel to Nazi Germany. On social media, he has repeatedly called political rivals Nazis, including last month when he wrote in a post on X that Israel’s national security minister, Itamar Ben-Gvir, had behaved like a “true Nazi” after he posted videos taunting detained activists from a Gaza-bound aid flotilla.
In 2024, Petro also severed diplomatic ties with Israel, accusing the country of commiting genocide in Gaza, an accusation Israel has denied. Espriella, who was endorsed by President Donald Trump, has vowed to renew diplomatic ties with Israel.
On Monday, 24 Latin American lawmakers signed onto a statement condemning Petro’s rhetoric, warning that his repeated use of references to Naziism risked distorting Holocaust memory.
“The use of references to Nazism must not become a rhetorical tool to discredit political or ideological positions. Democratic leaders have a responsibility to promote a respectful public debate that is conscious of the weight of words,” the statement read.
The statement was initiated by the Coalition of Latin American Legislators Against Antisemitism, which is led by the Combat Antisemitism Movement. The signatories included lawmakers from Argentina, Brazil, Chile, Colombia, Costa Rica, Ecuador, Guatemala, Honduras, Mexico, Panama, Paraguay, Peru, the Dominican Republic and Uruguay.
Shay Salamon, CAM’s executive director of Latin American affairs, said in a statement that Petro’s invocation of the phrase reflected a “troubling record of antisemitic expressions and conduct” by the Colombian leader.
“When a leader uses the authority of his office to stigmatize the Jewish people or trivialize their historic suffering, silence is no longer an option,” Salamon said.
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