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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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Trump Safe After Being Rushed from White House Correspondents Dinner, Shooter in Custody
U.S. President Donald Trump is escorted out as a shooter opens fire during the annual White House Correspondents’ Association dinner in Washington, D.C., U.S., April 25, 2026, in this screen capture from video. REUTERS/Bo Erickson
President Donald Trump and first lady Melania Trump were rushed out of the White House Correspondents’ Association dinner by Secret Service agents on Saturday night after a man armed with a shotgun tried to breach security, officials said.
A man armed with a shotgun fired at a Secret Service agent, an FBI official told Reuters. The agent was hit in an area covered by protective gear and not harmed, the official said.
All federal officials, including Trump, were safe. About an hour after Trump was rushed from the event, he posted on Truth Social that a “shooter had been apprehended.”
“Quite an evening in D.C. Secret Service and Law Enforcement did a fantastic job,” Trump added.
Shortly afterwards, he posted, “The First Lady, plus the Vice President, and all Cabinet members, are in perfect condition.” He said he would be holding a White House press conference on Saturday night.
Anthony Guglielmi, a Secret Service spokesman, said the service was investigating a shooting near the main screening area at the entrance to the event.
After the sound of shots, dinner attendees immediately stopped talking and people started screaming “Get down, get down!”
Hundreds of guests dove under the tables as Secret Service officers in combat gear ran into the dining room. Trump and the first lady had bent down behind the dais before being hustled out by Secret Service officers.
Many of the 2,600 attendees took cover while waiters fled to the front of the dining hall.
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Trump Cancels Envoys’ Pakistan Trip, in Blow to Hopes for Iran War Breakthrough
US President Donald Trump speaks on the day he honors reigning Major League Soccer (MLS) champion Inter Miami CF players and team officials with an event in the East Room of the White House in Washington, DC, US, March 5, 2026. Photo: REUTERS/Jonathan Ernst
President Donald Trump canceled a trip by two US envoys to Iran war mediator Pakistan on Saturday, dealing a new setback to peace prospects after Iran’s foreign minister departed Islamabad after speaking only to Pakistani officials.
While peace talks failed to materialize Saturday, Israeli Prime Minister Benjamin Netanyahu ordered his troops to “forcefully” attack Hezbollah targets in Lebanon, his office said, further testing a three-week ceasefire.
Trump told reporters in Florida that he decided to call off the planned visit by US envoys Steve Witkoff and Jared Kushner because the talks in Islamabad involved too much travel and expense, and Iran’s latest peace offer was not good enough for him.
Before boarding Air Force One on Saturday for a return flight to Washington, Trump said Iran had improved an offer to resolve the conflict after he canceled the visit, “but not enough.”
In a social media post, Trump also wrote there was “tremendous infighting and confusion” within Iran’s leadership.
“Nobody knows who is in charge, including them. Also, we have all the cards, they have none! If they want to talk, all they have to do is call!!!” he posted on Truth Social.
Iranian Foreign Minister Abbas Araqchi earlier left the Pakistani capital without any sign of a breakthrough in talks with Pakistani Prime Minister Shehbaz Sharif and other senior officials.
Araqchi later described his visit to Pakistan as “very fruitful,” adding in a social media post that he had “shared Iran’s position concerning (a) workable framework to permanently end the war on Iran. Have yet to see if the U.S. is truly serious about diplomacy”.
Iranian media reported that Araqchi had flown to Oman’s capital Muscat, saying he will meet with senior officials to “discuss and exchange views on bilateral relations and regional developments”.
Sharif wrote in a post on X that he spoke with Iranian President Masoud Pezeshkian about the regional security situation and told him that Pakistan was committed to serving “as an honest and sincere facilitator — working tirelessly to advance durable peace and lasting stability.”
Tehran has ruled out a new round of direct talks with the United States and an Iranian diplomatic source said his country would not accept Washington’s “maximalist demands.”
IRAN AND US AT AN IMPASSE
Washington and Tehran are at an impasse as Iran has largely closed the Strait of Hormuz, which normally carries one-fifth of global oil and liquefied natural gas shipments, while the US blocks Iran’s oil exports.
The conflict, in which a ceasefire is in force, began with US-Israeli airstrikes on Iran on February 28. Iran has since carried out strikes against Israel, US bases and Gulf states, and the war has pushed up energy prices to multi-year highs, stoking inflation and darkening global growth prospects.
Araqchi “explained our country’s principled positions regarding the latest developments related to the ceasefire and the complete end of the imposed war against Iran,” said a statement on the minister’s official Telegram account.
Asked about Tehran’s reservations over US positions in the talks, an Iranian diplomatic source in Islamabad told Reuters: “Principally, Iranian side will not accept maximalist demands.”
White House press secretary Karoline Leavitt had said the US had seen some progress from the Iranian side in recent days and hoped more would come over the weekend, while Vice President JD Vance was ready to travel to Pakistan as well.
Vance led a first round of unsuccessful talks with Iran in Islamabad earlier this month.
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Hezbollah Says Ceasefire ‘Meaningless’ as Fighting Continues in South
Israeli military vehicles and soldiers in a village in southern Lebanon as the Israeli army operates in it as seen from the Israeli side of the border, April 23, 2026. Photo: REUTERS/Ayal Margolin
Lebanon’s Hezbollah said a US-mediated ceasefire in the war with Israel was meaningless a day after it was extended for three weeks, as Lebanese authorities reported two people killed by an Israeli strike and Hezbollah downed an Israeli drone.
US President Donald Trump announced the three-week extension on Thursday after hosting Israeli and Lebanese ambassadors at the White House. The ceasefire agreement between the governments of Lebanon and Israel had been due to expire on Sunday.
While the ceasefire has led to a significant reduction in hostilities, Israel and Iran-backed Hezbollah have continued to trade blows in southern Lebanon, where Israel has kept soldiers in a self-declared “buffer zone.”
Responding to the extension, Hezbollah lawmaker Ali Fayyad said “it is essential to point out that the ceasefire is meaningless in light of Israel’s insistence on hostile acts, including assassinations, shelling, and gunfire” and its demolition of villages and towns in the south.
“Every Israeli attack… gives the resistance the right to a proportionate response,” he added.
Hezbollah is not a party to the ceasefire agreement, and has strongly objected to Lebanon’s face-to-face contacts with Israel.
BUFFER ZONE
The April 16 agreement does not require Israeli troops to withdraw from the belt of southern Lebanon seized during the war. The zone extends 5 to 10 km (3 to 6 miles) into Lebanon.
Israel says the buffer zone aims to protect northern Israel from attacks by Hezbollah, which fired hundreds of rockets at Israel during the war.
Hostilities between Hezbollah and Israel reignited on March 2, when the group opened fire in support of Iran in the regional war. The ceasefire in Lebanon emerged separately from Washington’s efforts to resolve its conflict with Tehran, though Iran had called for Lebanon to be included in any broader truce.
Nearly 2,500 people have been killed in Lebanon since March 2, the Lebanese health ministry says.
ISRAELI MILITARY WARNS RESIDENTS TO LEAVE TOWN
Lebanon’s health ministry said an Israeli airstrike killed two people in the southern village of Touline on Friday.
Hezbollah shot down an Israeli drone, the group and the Israeli military said. Hezbollah identified it as a Hermes 450 and said it had downed it with a surface-to-air missile.
An Israeli drone was heard circling above Beirut throughout the day on Friday, Reuters reporters said.
The Israeli military warned residents of the southern town of Deir Aames to leave their homes immediately, saying it planned to act against “Hezbollah activities” there.
Deir Aames is located north of the area occupied by Israeli forces, and it was the first time Israel had issued such a warning since the ceasefire came into force on April 16. Posted on social media, the Israeli warning gave no details of the activities it said Hezbollah was conducting in the town.
The Israeli military also said it had intercepted a drone prior to its crossing into Israeli territory, and that sirens were sounded in line with protocol.
WAR-WEARY RESIDENTS SEEK END TO FIGHTING
The continued fighting has angered war-weary Lebanese, who say they want to see a genuine ceasefire put a full halt to violence.
“What’s this? Is this called a ceasefire? Or is this mocking (people’s) intelligence?” said Naem Saleh, a 73-year-old owner of a newsstand in Beirut.
Residents of northern Israel had mostly returned to daily life, but expressed pessimism about the longevity of the ceasefire with Lebanon.
“I believe that the ceasefire is so fragile, and unfortunately it won’t stand long, in my opinion,” said Eliad Eini, a resident of Nahariya, which lies just 10 km (6 miles) from the border with Lebanon.
On Wednesday, Israeli strikes killed at least five people in the south, including a journalist.
Israel’s Ambassador to Washington Yechiel Leiter, in his opening remarks at Thursday’s talks, said “Lebanon should acknowledge the temporary presence of the IDF (Israel Defense Forces) and the right of Israel to defend itself from a hostile force that is firing on the population.”
Lebanon’s Ambassador to the United States Nada Moawad, in a written statement sent to Reuters, called for the ceasefire to be fully respected and said it would allow the necessary conditions for meaningful negotiations.
Lebanon has said it aims to secure the full withdrawal of Israeli troops from its territory in broader talks with Israel at a later stage.
Trump said on Thursday that he looked forward to hosting Israeli Prime Minister Benjamin Netanyahu and Lebanese President Joseph Aoun in the near future, and said there was “a great chance” the two countries would reach a peace agreement this year.
Hezbollah attacks killed two civilians in Israel after March 2, while 15 Israeli soldiers have died in Lebanon since then, Israel says.