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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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UCLA student government condemns campus Hillel for hosting former hostage
A campus event featuring freed Israeli hostage Omer Shem Tov drew the condemnation of UCLA’s student government on Tuesday. In an open letter, the UCLA Students Associated Council said that bringing Tov to speak to students “served to legitimize and normalize” atrocities in Gaza and Lebanon.
Shem Tov, 23, was kidnapped from the Nova music festival in Southern Israel on Oct. 7, 2023, and held hostage in Gaza until his release in a prisoner exchange in February 2025. UCLA hosted him on April 14 for a Yom HaShoah event.
“While we affirm the humanity of all people impacted by violence, we reject the selective platforming of narratives that obscure the broader reality of ongoing state violence,” the student government letter wrote in the letter, which was addressed to the UCLA administration and UCLA Hillel among others. “Israel is currently continuing to carry out what has been widely identified by human rights advocates as a genocide in Gaza, while also expanding its illegal military campaign into Lebanon.
“In this context, elevating a single narrative, absent of critical political and humanitarian framing, serves to legitimize and normalize these ongoing atrocities.”
Rabbi Chaim Seidler-Feller, UCLA Hillel’s director emeritus, called the statement “completely ridiculous.”
“You can’t present the narrative of your experience without it being called ‘one sided,’” Seidler-Feller said. “There has to be a counter-story to persecution. Is there a counter-story to killing people?”
UCLA Hillel executive director Daniel Gold dismissed the criticism in Tuesday’s letter as antisemitic.
“Hillel at UCLA and Students Supporting Israel UCLA would like to apologize…for absolutely nothing,” he wrote in a statement. “Members of UCLA student government have once again shown they are anti-dialogue, anti-learning, anti-truth, anti-student and antisemitic.”
The USAC did not respond to a request for comment.
As college campuses across the country became a hotspot for pro-Palestinian activism following the Oct. 7 attack, UCLA, with an activist history and a large Jewish population, stood out as a major flashpoint. Its student encampment was the site of a riot in April 2024 and eventually cleared by police in riot gear.
The USAC has sided with pro-Palestinian protesters throughout. In a Feb. 2025 letter titled “We Are All SJP,” the USAC, which is democratically elected by the roughly 30,000-member UCLA student body, condemned Chancellor Julio Frenk’s suspension of Students for Justice in Palestine. The letter referred to Israel only as “the Zionist state” or put the country’s name inside quotation marks.
The University of California has since been sued by the Department of Justice, which said that UCLA created a hostile work environment against Jewish and Israeli faculty in violation of Title VII of the Civil Rights Act.
The post UCLA student government condemns campus Hillel for hosting former hostage appeared first on The Forward.
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Trump extends ceasefire with Iran, even after Iran balks at new round of negotiations
(JTA) — President Donald Trump announced on Tuesday that he would unilaterally extend the U.S.-Israeli ceasefire with Iran, even though Iran had not agreed to his conditions or even to return to the negotiating table.
Trump announced the decision on Truth Social just hours before the two-week-old deal was set to expire. Citing Iran’s “fractured” leadership, Trump wrote that he had been asked by Pakistani Prime Minister Shehbaz Sharif to “hold our Attack on the Country of Iran until such time as their leaders and representatives can come up with a unified proposal.”
Vice President JD Vance’s planned trip to Islamabad, where talks were set to take place, was postponed indefinitely after Iran failed to confirm its participation in negotiations.
Trump added that the United States would maintain its naval blockade of Iranian ports in the Strait of Hormuz, despite Iran’s repeated calls for the restrictions to be lifted.
The announcement marked a sharp departure from the president’s statements earlier in the day, telling CNBC that, if a deal was not made before the deadline, “I expect to be bombing.”
In a statement Tuesday, Sharif thanked Trump for his “gracious acceptance” of Pakistan’s request to extend the ceasefire, adding that the country would “continue its earnest efforts for a negotiated settlement of the conflict.”
The announcement adds to uncertain about the war’s future, including for Israelis who lived through six weeks of Iranian bombing, and renews questions about Trump’s commitment to achieving his war goals, which have varied and included blunting Iran’s nuclear ambitions, achieving regime change, and destroying Iran’s stockpile of ballistic missiles. He said earlier this week that he was asking Iran to limit its nuclear program for 20 years, five years longer than was required by the deal struck by Barack Obama in 2015. Trump exited that deal in 2018.
Last week, Trump announced a different ceasefire, between Israel and Lebanon, on Truth Social, contradicting Israel’s claim that the Iran ceasefire would not apply to its fighting with Hezbollah, an Iran-backed proxy in Lebanon.
Trump’s announcement of the ceasefire extension came during the night in Israel, after Israelis began their celebration of Independence Day. It drew criticism from one of his staunchest pro-Israel supporters, the Zionist Organization of America, whose national president Morton Klein said in a statement that “interminable delay is the standard Islamic Iranian regime negotiating tactic” and that acceding to it represented a victory for Iran. The statement did not mention Trump.
The post Trump extends ceasefire with Iran, even after Iran balks at new round of negotiations appeared first on The Forward.
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Alan Dershowitz quits Democratic Party, calling it ‘most anti-Israel party in U.S. history’
(JTA) — Alan Dershowitz, the prominent pro-Israel attorney whose clients have included Donald Trump and Jeffrey Epstein, announced on Monday that he was leaving the Democratic party and registering as a Republican.
Describing himself as a “lifelong Democrat,” Dershowitz wrote in a Wall Street Journal op-ed that he had decided to “bite the bullet and register as a Republican,” citing Democratic support for an arms embargo on Israel last week and the Michigan Senate candidate Abdul el-Sayed’s anti-Israel rhetoric.
“There is no denying that the hard left, anti-Israel wing of the Democratic Party has moved from the fringe to the mainstream,” Dershowitz wrote, adding that “Republicans have their own antisemitic fringe, but for now it remains a fringe.”
The announcement formalized a political evolution for Dershowitz, who defended Trump during his first impeachment and has increasingly broken with Democrats over Israel in recent years.
In 2021, Dershowitz nominated Jared Kushner, Trump’s son-in-law, and Avi Berkowitz, Trump’s top Middle Eastern envoy during his first administration, for the Nobel Peace Prize over their hand in shaping the Abraham Accords.
Dershowitz — who has recently faced scrutiny over his ties to Epstein, and previously denied allegations of sexual misconduct made by one of Epstein’s accusers — panned the Democratic Party as the “most anti-Israel party in U.S. history” in the op-ed.
“I believe that the Democratic Party’s hostility to Israel represents a deeper and more dangerous shift away from the center and toward a radical approach that is bad for America and the free world,” Dershowitz wrote, adding that he intended to “work hard to prevent the Democrats from gaining control of the House and Senate.”
Dershowitz’s comments are in line with Trump’s statements about Jews and the Democratic Party. He has repeatedly expressed amazement at how any Jews could vote for the Democrats considering his own record when it comes to Israel.
The post Alan Dershowitz quits Democratic Party, calling it ‘most anti-Israel party in U.S. history’ appeared first on The Forward.