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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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Iran Leaders Join Crowds on Tehran’s Streets to Project Control in Wartime
Iranians gather at a park on Nature Day, amid the U.S.-Israeli conflict with Iran, in Tehran, Iran, April 2, 2026. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
After more than a month of being stalked by targeted assassinations, Iran’s leadership has adopted a new tactic to show it is still in control – with senior officials walking openly in the streets among small crowds who have gathered in support of the Islamic Republic.
In recent days, Iran’s president and foreign minister have separately mixed with groups of several hundred people in central Tehran. On Tuesday, state television aired footage of the two posing for selfies, talking to members of the public and shaking hands with supporters who had gathered in public areas.
According to insiders and analysts, the appearances are part of a calculated effort by Iran’s theocratic leadership to project resilience and authority — not only over the vital Strait of Hormuz but also over the population — despite a sustained US-Israeli campaign aimed at “obliterating” it.
One insider close to the hardline establishment said such public outings are intended to show that the Islamic Republic is “unshaken by strikes and that it remains in control and vigilant” as the war grinds on.
The US-Israeli war on Iran began on February 28 with the killing of veteran Supreme Leader Ayatollah Ali Khamenei and several senior military commanders in waves of strikes that have since continued to target top officials.
Iran’s new Supreme Leader, Mojtaba Khamenei, has not been seen in public since taking over on March 8 from his father. Foreign Minister Abbas Araqchi, meanwhile, was removed from Israel’s hit list amid mediation efforts last month, including by Pakistan, to bring Tehran and Washington together for talks to end the war.
Talks aimed at ending the war have since appeared to have petered out, as Tehran brands US peace proposals “unrealistic.” Against that backdrop, recent public appearances by President Masoud Pezeshkian and Araqchi appear designed to project defiance, if not a convincing display of public support.
A senior Iranian source said officials’ public presence demonstrates that “the establishment is not intimidated by Israel’s targeted killing of top Iranian figures.”
Asked whether Iran’s foreign minister or president were on any sort of kill list, an Israeli military spokesperson, Nadav Shoshani, said on Friday he would not “speak about specific personnel.”
NIGHTLY RALLIES TO SHOW RESILIENCE
Despite widespread destruction, Tehran appears emboldened by surviving weeks of intense US-Israeli attacks, firing on Gulf countries hosting US troops and demonstrating its ability to effectively block the Strait of Hormuz.
On Wednesday, US President Donald Trump vowed more aggressive strikes on Iran, without offering a timeline for ending hostilities. Tehran responded by warning the United States and Israel that “more crushing, broader and more destructive” attacks were in store.
Encouraged by clerical rulers, supporters of the Islamic Republic take to the streets each night, filling public squares to show loyalty even as bombs rain down across the country.
Analysts say the establishment is also seeking to raise the “political and reputational” cost of the strikes at a time when civilian casualties are deeply disturbing for Iranians.
Omid Memarian, a senior Iran analyst at DAWN, a Washington-based think tank, said the decision to send officials into gatherings reflects a layered strategy, including an effort to sustain the morale of core supporters at a moment of acute pressure.
“The system relies heavily on this base; if its supporters withdraw from public space, its ability to project control and authority weakens significantly,” Memarian said.
Speaking to state television, some in the crowds voice unwavering loyalty to Iran’s leadership; others oppose the bombing of their country regardless of politics; and some have a stake in the system, including government employees, students and others whose livelihoods are tied to it.
Hadi Ghaemi, head of the New York-based Center for Human Rights in Iran, said the establishment is using such loyal crowds as human shields to raise the cost of any assassination attempts.
“By being in the middle of large crowds they have protections that would make Israeli-American attacks against them very bloody and generate sympathy worldwide,” he said.
POTENTIAL PROTESTERS STAY OFF STREETS AT NIGHT
The Islamic Republic emerged from a 1979 revolution backed by millions of Iranians. But decades of rule marked by corruption, repression and mismanagement have thinned that support, alienating many ordinary people.
While there has been little sign so far of anti-government protests that erupted in January and abated after a deadly crackdown, the establishment has adopted harsh measures – such as arrests, executions and large-scale deployment of security forces – to prevent any sparks of dissent.
Rights groups have warned about “rushed executions” during wartime after Iran hanged at least seven political prisoners during the war.
“Many potential protesters are frightened by the continuing presence of armed men and violent crowds in the streets and largely stay at home once darkness falls,” Ghaemi said.
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US Fighter Jet Shot Down Over Iran, Search Underway for Crew, US Officials Say
FILE PHOTO: A U.S. Air Force F-16 jet fighter takes off from an airbase during CRUZEX, a multinational air exercise hosted by the Brazilian Air Force, in Natal, Brazil November 21, 2018. REUTERS/Paulo Whitaker/File Photo
A US fighter jet has been shot down over Iran and a search-and-rescue operation is underway for any survivors, two US officials told Reuters on Friday, in the first such known incident since the war began nearly five weeks ago.
The Pentagon and US Central Command did not respond to requests for comment.
The prospect of US pilots being alive and on the run inside Iran raises the stakes for the United States in a conflict that has struggled to win popular support among Americans, according to opinion polls.
It also presents a challenge to the US military, which faces the twin goals of trying to save the lives of any surviving U.S. crew and safeguard whoever is involved in perilous rescue missions.
Iranian officials called on civilians to be on the lookout for survivors and have flooded social media with images that purport to show wreckage from the aircraft.
The governor of Kohgiluyeh and Boyer-Ahmad province said anyone who captured or killed the crew “would be specially commended,” Iran’s semi-official news agency ISNA reported.
The incident follows threats by US President Donald Trump to bomb the country back to the “Stone Age,” including to attack Iran’s energy infrastructure and desalination plants, as he presses Tehran to end the war on US terms.
So far, 13 US military service members have been killed in the conflict and more than 300 have been wounded, according to the US Central Command. No US troops have been taken prisoner by Iran.
While Trump has repeatedly sought to portray the Iranian military as defeated, Reuters has reported on US intelligence showing Iran retains large amounts of missile and drone capability.
As of last week, the United States could only determine with certainty that it has destroyed about a third of Iran’s missile arsenal. The status of around another third was less clear but bombings likely damaged, destroyed or buried those missiles in underground tunnels and bunkers, Reuters’ sources said.
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Trump: US ‘Hasn’t Even Started Destroying What’s Left in Iran’
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
i24 News – US President Donald Trump said Israel will halt its military campaign against Iran when he decides to end the war, while also signaling in recent conflicting statements that US strikes on Iranian targets could intensify.
Trump emphasized coordination with Israel, stating, “They’ll do what I tell them… They’ve been a good team player. They’ll stop when I stop. They’ll stop unless they’re provoked.”
At the same time, Trump indicated that the US has not yet fully escalated its military campaign. In a statement on Truth Social on Friday, he said, “Our military… hasn’t even started destroying what’s left in Iran. Bridges next, then electric power plants!” He added that Iran’s new leadership “knows what has to be done and has to be done FAST.”
According to a TIME report, Trump is weighing how to balance further military action with growing domestic pressure. Advisers warned him that public support for the war is declining as fuel prices rise and economic concerns mount in the United States.
The conflict has had global implications, particularly through disruptions in the Strait of Hormuz, a key route for oil shipments. The report notes that prolonged instability in the waterway could deepen economic strain and impact global markets.
At the same time, the administration has highlighted military achievements while acknowledging uncertainty over how to achieve broader goals such as limiting Iran’s long-term capabilities. Trump has expressed interest in ending the war but also in ensuring what he views as a decisive outcome.
The report indicates that the US is pursuing multiple options, with Trump seeking a way to conclude the conflict while maintaining pressure on Iran through continued or expanded strikes.