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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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Longing for the way secular Jews used to be
איך זיץ דאָ און הער זיך צו צום קול פֿון מײַן פֿעטער יונה ז״ל ווי ער ריכט אָפּ דעם פּסח־סדר אינעם יאָר 1962… און איך קוועל דערפֿון.
יונה גאָטעסמאַן איז געווען אַ סעקולערער ייִד, אָדער ווי מע פֿלעג עס רופֿן אין יענע יאָרן — אַ וועלטלעכער. ער האָט נישט געהיט שבת אָדער כּשרות, און טאַקע דערפֿאַר איז בײַ אים נישט געווען קיין מניעה צו רעקאָרדירן זײַן קול בײַם סדר. אָבער ווען מע הערט ווי ער זאָגט דעם יום־טובֿדיקן קידוש, אָדער דעם „הא לחמא עניא‟ (די דערקלערונג וואָס רופֿט יעדן איינעם וואָס ס׳איז הונגעריק צו קומען און עסן) אָדער דעם „אחד מי יודע‟, דאַכט זיך דיר אַז סע זינגט אַ פֿרומער ייִד מיט אַ קיטל. ער זאָגט די הגדה מיט אַ ניגון וואָס חזרט זיך כּסדר איבער און די ווערטער פֿליִען פֿאַרבײַ אַזוי גיך אַז ס׳איז מיר אַ מאָל שווער צו דערקענען וווּ ער האַלט. אָבער טאַקע דערפֿאַר קלינגט עס אַזוי נאַטירלעך.
אונטן קענט איר אַליין הערן ווי יונה גאָטעסמאַן ריכט אָפּ דעם סדר. די ערשטע 30 סעקונדעס זענען שווער צו הערן אָבער דערנאָך הערט מען שוין אַ סך בעסער.
ווי אַ סך ייִדן פֿון זײַן דור איז דער פֿעטער דערצויגן געוואָרן אין אַ פֿרומער שטוב. די משפּחה האָט געוווינט אין סערעט, אין דער בוקאָווינע, און יונה האָט, אַ פּנים, גוט געדענקט דעם נוסח פֿון זײַן טאַטן, חיים, וואָס האָט געדאַוונט סײַ בײַ די וויזשניצער חסידים, סײַ בײַ די סאַדעגערער. ווי עס דערציילט זײַן זון, איציק גאָטעסמאַן, האָט יונהס טאַטע אָנגעשטעלט אַ גמרא־מלמד צו לערנען מיט אים ווײַל קיין ישיבֿה איז אין סערעט נישט געווען. אַפֿילו מיט יאָרן שפּעטער, ווען יונה האָט שוין אויסשטודירט אויף דאָקטער און מער נישט געפֿירט קיין פֿרום לעבן, אַז ער איז געפֿאָרן צו גאַסט צו טאַטע־מאַמע האָט דער טאַטע אָנגעשטעלט פֿאַר אים אַ גמרא־לערער.
אונדזער שרײַבערין מרים האָפֿמאַן דערציילט אַז איר מאַן, מענדל ז״ל, אויך אַן אָפּשטאַמיקער פֿון די וויזשניצער חסידים, האָט געטאָן דאָס זעלבע. נישט געקוקט אויף דעם וואָס ער האָט נאָכן חורבן (בפֿרט נאָך דעם וואָס ער האָט אָנגעוווירן זײַן טאַטע־מאַמע, זײַן 12־יעריק ברידערל בנימעלע און דרײַ שוועסטער אין גאַזקאַמער) אָפּגעוואָרפֿן זײַן אמונה און אַפֿילו געהייסן זײַן פֿרוי נישט פּראַווען קיין שבת אָדער האַלטן אַ כּשרע קיך אויס כּעס צום אייבערשטן, פֿלעגט ער יעדן פּסח זיך אָנטאָן אַ יאַרמלקע און אָפּריכטן דעם גאַנצן סדר אויפֿן אַלטן שטייגער.
אויך מײַן טאַטע האָט יעדעס יאָר אָנגעפֿירט מיט אַ טראַדיציאָנעלן סדר אויף לשון־קודש כאָטש ער איז, אין פֿאַרגלײַך מיט יונהן און מענדלען, דווקא נישט דערצויגן געוואָרן אין אַ פֿרומער היים. ווי אַ דערוואַקסענער האָט ער זיך אַליין אויסגעלערנט ווי אָפּצוריכטן דעם סדר — מסתּמא טאַקע פֿון זײַן שוואָגער יונה — ווײַל ער האָט געוואָלט אַז דער סדר זאָל האָבן אַ דורותדיק פּנים.
מיט אַנדערע ווערטער, אין יענע יאָרן איז געווען אָנגענומען אַז איינער וואָס האַלט זיך פֿאַר אַ פֿולשטענדיקן סעקולערן ייִד קען נאָך אַלץ, כאָטש איין מאָל אַ יאָר, אָנפֿירן מיט אַ רעליגיעזע צערעמאָניע (אַפֿילו אַ דרײַ־שעהיקן ריטואַל ווי דער סדר), כאָטש עס דערמאָנט גאָט אויף שריט און טריט.
אַן אַטעיִסט וואָלט אפֿשר געשטעלט די פֿראַגע: וואָס איז דער שׂכל פֿון מאַכן ברכות און דורכפֿירן רעליגיעזע ריטואַלן ווען מע גלייבט אַליין נישט אין דעם? איז דאָס נישט אַ מין נישט־אויסגעהאַלטנקייט? מײַן טאַטע ע״ה פֿלעגט, למשל, יעדן שבת מאַכן קידוש און המוציא אויף אַזאַ נאַטירלעכן אופֿן, אַז איך בין געווען זיכער ער איז אַ גלייביקער. און דערפֿאַר ווען איך האָב צו 17 יאָר אַליין זיך פֿאַראינטערעסירט אין גײַסטיקע ענינים און געפּרוּווט פֿאַרפֿירן אַ שמועס מיט אים וועגן דעם, האָט ער פּלוצלינג אויסגערופֿן: „פֿאַר וואָס פֿרעגסטו מיך די אַלע שאלות? דו ווייסט דאָך, אַז איך בין אַן אַטעיִסט!‟
„דו ביסט אַן אַטעיִסט?‟ האָב איך איבערגעפֿרעגט, אַ פֿאַרחידושטע. „פֿאַר וואָס זשע האָסטו די אַלע יאָרן געמאַכט קידוש און המוציא יעדן שבת?‟
זײַן ענטפֿער: „צוליב אײַך!‟
לאַנגע יאָרן האָב איך איבערגעקלערט וואָס עס מיינט טאַקע דער „צוליב אײַך‟. הייסט עס, אַז ער אַליין האָט נישט הנאה געהאַט דערפֿון? אַז דאָס איז בלויז געווען אַ מיטל צו פֿאַרבעסערן די שאַנסן אַז זײַנע קינדער זאָלן זיך שטאַרק אידענטיפֿיצירט ווי ייִדן?
אַז איך קלער איצט וועגן דעם, זעט מיר אויס אַז עס זענען מסתּמא געווען עטלעכע סיבות פֿאַר וואָס די דרײַ וועלטלעכע ייִדן (צוויי פֿון זיי — געשוווירענע אַטעיִסטן) און אַ סך אַנדערע פֿון זייער דור, זענען געווען גרייט אָנצופֿירן מיט אַ רעליגיעזן סדר. ערשטנס, ווי מײַן טאַטע האָט געזאָגט, האָבן זיי עס געטאָן פֿאַר זייערע קינדערס וועגן. ס׳שטייט דאָך בפֿירוש געשריבן אין דער הגדה: „והגדת לבנך — זאָלסט דערציילן דײַנע קינדער וואָס ס׳איז געשען אין לאַנד מצרים‟.
נו, אויב אַזוי, האָבן זיי דאָך געקענט פּשוט דערציילן די געשיכטע פֿון די ייִדן אין מצרים און זייער באַפֿרײַונג אויף אַ סעקולערן אופֿן, אָן צו דערמאָנען גאָט בכלל. זיי האָבן געקענט ניצן די הגדה אַרויסגעגעבן פֿונעם אַרבעטער־רינג אָדער אַן אַנדער סעקולערער ייִדישער אינסטיטוציע. זיי האָבן דאָס אָבער נישט געטאָן. יאָ, אויפֿן סדר־טיש זענען טאַקע געלעגן די וועלטלעכע הגדות, כּדי מע זאָל קענען זינגען בציבור די שיינע מאָדערנע ייִדישע לידער ווי אַבֿרהם רייזענס „אויפֿן ניל‟, דוד עדעלשטאַדטס „אין דעם לאַנד פֿון פּיראַמידן‟ און יצחק לוקאָווסקיס „חד גדיא‟. די וועלטלעכע הגדה איז אָבער בלויז געווען אַ צוגאָב צום סדר, נישט דער הויפּטטעקסט.
מיט אַנדערע ווערטער, די אָ דרײַ וועלטלעכע ייִדיש־רעדנדיקע ייִדן האָבן געוואָלט ביידע: סײַ דעם כּמעט צוויי טויזנט־יאָריקן נוסח, סײַ די וועלטלעכע ייִדישע עלעמענטן.
אויב אַזוי איז די כּוונה, אַ פּנים, געווען עפּעס שטאַרקערס ווי בלויז איבערגעבן די געשיכטע פֿון יציאת־מצרים. ס׳איז אויך געווען אַן אופֿן צו ווײַזן דעם ייִנגערן דור ווי רײַך און ווי טיף איז די ייִדישע טראַדיציע; אַז ייִדיש איז נישט בלויז אַ לשון נאָר אַ גאַנצע קולטור, וואָס איז אָנגעזאַפּט מיט רעליגיעזן וויסן; אַז אַ ייִד דאַרף קענען, אָדער כאָטש זײַן היימיש מיט, דעם רעליגיעזן אַספּעקט פֿון דער ייִדישער טראַדיציע, אַפֿילו אויב ער אַליין איז נישט קיין פֿרומער.
פֿון מײַן זײַט בין איך גאָר צופֿרידן וואָס איציק גאָטעסמאַן האָט אָנגעהאַלטן די רעקאָרדירונג פֿון זײַן טאַטן. איצט קען איך — און ווער נאָך עס וויל נאָר — זיך אויסלערנען דעם סדר־נוסח פֿון די אַמאָליקע בוקאָווינער ייִדן און דערבײַ באַרײַכערן דעם אייגענעם סדר.
The post Longing for the way secular Jews used to be appeared first on The Forward.
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Iran War Increases Threat to Sweden, Security Service Says
Swedish Security Service Chief Charlotte von Essen speaks next to Fredrik Hallstroem, chief of operations, during a press conference where the Swedish Security Service (SAPO) presents the situational picture of the country’s security, in Stockholm, Sweden, March 18, 2026. Photo: TT News Agency/Claudio Bresciani via REUTERS
Sweden‘s Security Service (SAPO) warned on Wednesday of increased threats to the Nordic nation from the war in Iran, including risks to Jewish targets, as it released its annual national security assessment.
“History has shown that a desperate and pressured regime can be a dangerous regime,” SAPO operative chief Fredrik Hallstrom told a press conference, referring to the US-Israeli war on Iran.
Iran has long been considered a serious threat, and Swedish authorities have noted how criminal networks – already at the center of a decade-long surge in gang-related violence – have been exploited by state actors to carry out attacks.
“The US-Israeli military operation against Iran, and the countermeasures carried out by Iran, have increased the threat against American, Israeli, and Jewish targets in Sweden,” Security Service Chief Charlotte von Essen said in the report.
In recent years, the agency has also highlighted threats from China and, above all, Russia, which it describes as increasingly willing to take risks in support of its war in Ukraine — including through hybrid operations across Europe.
“Overall, we expect that the threat levels against Sweden will continue to deteriorate in the coming years,” von Essen said, adding that Russia was regarded as a primary driver.
While it is difficult to determine what can be linked to a particular actor, Sweden assesses that Russia is behind several sabotage incidents in Europe targeting critical infrastructure, the security service said. Moscow has denied any involvement.
The agency said it has reviewed hundreds of cases of suspected sabotage in Sweden, including of underwater cables, electricity substations and water-treatment facilities.
“It has so far not been possible to link any physical sabotage to a foreign power,” it said.
The comments came as Iran executed a Swedish citizen on Wednesday, according to Sweden‘s foreign minister, who added that she had summoned the Iranian ambassador in Stockholm to condemn the decision.
The person, who was not named, was arrested in Iran in June of last year and Sweden has repeatedly raised the case with Iranian officials, Foreign Minister Maria Malmer Stenergard said.
“The death penalty is an inhumane, cruel, and irreversible punishment. Sweden, together with the rest of the EU, condemns its application in all circumstances,” Stenergard said.
The legal proceedings leading up to the execution did not meet the standards of due process, she added.
The European Union’s foreign policy chief Kaja Kallas condemned the execution in a statement on Wednesday evening.
“The appalling human rights situation in Iran and the alarming increase in executions are intolerable and show the regime’s true colors,” she said, sending condolences to the family of the citizen.
The Swedish foreign ministry and the Iranian embassy in Stockholm did not immediately respond to a request for comment when contacted by Reuters via phone and email.
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Israel Doubles Troops in Hezbollah Fight, Searches Homes in South Lebanon
Israeli soldiers walk next to military vehicles on the Israeli side of the Israel-Lebanon border, amid escalation between Hezbollah and Israel, and amid the US-Israeli conflict with Iran, in northern Israel, March 16, 2026. Photo: REUTERS/Avi Ohayon
Israel has more than doubled the number of troops along its border with Lebanon since March 1 and they are searching homes in southern Lebanese villages that the military has ordered evacuated, a senior Israeli commander said on Wednesday.
As Israeli warplanes pound Beirut in operations against Hezbollah that have become the deadliest spillover of the US-Israeli war on Iran, heavy smoke could be seen rising from villages in southern Lebanon as troops fired artillery across the border.
Hundreds of thousands of Lebanese have fled southern Lebanon since Israel ordered people to clear the area south of the Litani River, viewed by Israel as a stronghold of Iran-backed terrorist group Hezbollah. The Shi’ite Islamist group has been firing rockets toward Israel since joining the war in support of Iran on March 2.
‘DEFENSIVE POSITIONS’ INSIDE LEBANON
“The plan is to make sure that Hezbollah does not have military infrastructure,” said the commander, whose name was withheld by the Israeli military on security grounds.
Speaking to Reuters in Eilon, an Israeli town four kilometers from the border, the commander, who is responsible for infantry warfare in Lebanon, declined to say how many troops Israel had now deployed in the area.
Describing the military’s fortifications inside Lebanon as “defensive positions,” he said troops were searching “the villages to see if Hezbollah hid weapons or communications centers.”
Asked if that included searching houses that residents had fled following Israeli orders, the commander said: “In some of the cases they hid their weapons in houses. We have no choice but to make sure that house is not a military installation.”
Two Israeli soldiers have been killed since the start of operations in southern Lebanon, the Israeli military says.
At least 968 people in Lebanon have been killed since the start of Israel‘s attacks, Lebanese authorities say.
Hezbollah has not provided regular updates on deaths among its fighters. On Monday, a Hezbollah official told Reuters that at least 46 had been killed so far.
LEBANESE VILLAGE OF KHIYAM AN INITIAL TARGET
The Israeli military is advancing slowly through southern Lebanon, aiming to completely clear the town of Khiyam as a first step before advancing toward the Litani River, according to a Lebanese security source and a foreign official tracking developments on the ground.
In response to a question on whether Israel intended to establish positions up to the Litani, the commander said it was not his decision. If troops receive orders, he added, they are “prepared to do all kind of operations.”
The Israeli military did not immediately comment on its operations in Khiyam, five kilometers inside the Lebanese border from the Israeli town of Metula.
Along the border near Metula, Reuters saw several Israeli military fortifications dug into hillsides, filled with rows of tanks, armed personnel carriers, and bulldozers.
Smoke rose from Khiyam throughout the day on Wednesday, and many of the buildings on the southern side of the town had been reduced to rubble. A neighboring town remains in ruins from Israel‘s attacks in 2024.
‘EVERY FIVE MINUTES YOU CAN HEAR THE BOMBS’
Israel‘s northern border area with Lebanon is known as the Upper Galilee, its rolling hills offering vantages into southern Lebanese villages now occupied and bombarded by Israeli troops.
Near Metula, Israeli Apache helicopters and jets were making near-constant sorties on Tuesday and Wednesday, with the sounds of rocket fire from Lebanon interspersed with the booms of Israeli artillery fire.
For residents of Israel‘s far north, the current war with Hezbollah has seen less rocket fire than during a year of fighting that ended in 2024.
Hezbollah‘s ability to launch missiles has largely been degraded, but it still retains capacity to strike areas deep inside Israel, Israeli officials say.
Ofer Moskovitz, 60, who works at an avocado farm in the area, and said being so close to the border meant he had little time to run to a bomb shelter when sirens signaled incoming Hezbollah fire.
Near his farm, the military dug out a muddy fortification from where troops fired artillery across the border.
“Every five minutes you can hear the bombs,” he said.