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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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ADL retracts Tumbler Ridge shooting antisemitism claim
The ADL published and then retracted a claim that the alleged mass shooter at a school in Canada maintained a social media account with antisemitic posts, a day after it posted the erroneous information on its website.
The organization wrote Thursday at the bottom of an updated page about alleged Tumbler Ridge Secondary School shooter Jesse Van Rootselaar that it had incorrectly concluded that an X account containing the posts belonged to the alleged shooter. Nine people were killed in the shooting, including Van Rootselaar.
“A preliminary investigation uncovered an X account appearing to belong to the shooter. Upon further investigation, that X account has been found not credible. References to it have been removed,” the correction read.
Authorities in British Columbia said they could not speculate on the motive of the shooter.
The ADL, the most prominent U.S. antisemitism research and advocacy organization, had posted the claim Wednesday on its website. The Forward has reached out to the ADL for comment.
The error, from the ADL’s Center On Extremism, comes amid broader changes in the ADL’s approach.
The ADL’s original post said that on Sunday — two days before the attack — an X account connected to Van Rootselaar posted, “I need to hate jews because the zionists want me to hate jews. This benefits them, somehow.”
“The Tumbler Ridge shooter’s X profile photo also featured an image of the Christchurch shooter superimposed over a Sonnenrad, a neo-Nazi symbol, and a transgender pride flag,” the ADL wrote in the original post, referencing an antisemitic mass murder in New Zealand.
It did not link to the profile or include images of it, leaving the claim difficult to verify.
The Center On Extremism is a flagship program that has been overhauled in recent years as the organization has shifted toward a greater focus on fighting antisemitism. In September, it deleted its Glossary of Extremism, which had contained over 1,000 pages of background information on hate groups and ideologies. It said at the time that the entries were outdated.
The post ADL retracts Tumbler Ridge shooting antisemitism claim appeared first on The Forward.
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Can Trump save Israel from itself?
The Israeli government’s latest steps toward annexing the West Bank prove a dismal point: Catering to right-wing extremists has become the cabinet’s top priority — the rest of the country be damned.
In a blitz before Prime Minister Benjamin Netanyahu’s White House visit this week, Finance Minister Betzalel Smotrich and Defense Minister Israel Katz announced new decisions that will reverse decades-old real estate laws preventing Jews from buying Palestinian-owned land in the West Bank; expand Israeli authority in vast swaths of that territory; and make it easier for Jewish Israelis to buy land and start new communities in or near Palestinian enclaves there, among other subtle changes.
These changes may seem like bureaucratic rejiggering. But in fact, they mark the alarming development of a deliberate strategy to incrementally expand Israeli sovereignty over the West Bank, thus killing the two-state solution once and for all.
None of this serves Israel’s best interest. New laws pushing annexation forward will jeopardize Israel’s relationship with the U.S., damage its already faltering democracy, and eradicate any moral high ground the Jewish state still retains after its devastating military campaign in Gaza.
Yet while Israel struggles with a weakened international profile, an economy still recovering from the demands of war, impending talks with Iran, internal democratic conflicts and a re-emboldened Hamas within the decimated Gaza strip, proponents of the new decisions are celebrating the disaster they herald.
“We are deepening our roots in all regions of the Land of Israel and burying the idea of a Palestinian state,” Smotrich said in a statement.
The Yesha Council — the municipal representative for all Israeli settlements, which wants to expand Israeli sovereignty over the entire West Bank — declared the government’s move was “establishing Israeli sovereignty in the territory de facto.”
Energy Minister Eli Cohen might have put it most plainly, saying the changes “actually establish a fact on the ground that there will not be a Palestinian state,” in an interview with Israel’s Army Radio.
The only emergency brake on annexation Israelis have at this moment is sitting in the White House.
Although President Donald Trump flirted with Israeli annexation early in his second-term, he has consistently opposed such moves over the last few months. Asked on Tuesday about the Israeli security cabinet’s recent decisions, Trump spoke bluntly: “I am against annexation.”
He has powerful incentives to back up that statement.
Since returning to office last year, Trump has branded himself a peacemaker who will reshape the Middle East. He aims to expand the Abraham Accords, the trademark foreign policy achievement of his first term; curb a nuclear Iran; and create peace between Israel and the Palestinians. He will not tolerate any Israeli behavior that threatens those efforts — and these West Bank moves could upend them.
Saudi Arabia, the United Arab Emirates and five other Muslim countries condemned Israel’s new laws as accelerating “illegal annexation and the displacement of the Palestinian people” — a complaint Saudi Arabia previously lodged against Israel as its reason for refusing normalization, something Trump desperately wants.
Additionally, Trump’s peace plan for Gaza hinges on creating stability in the embattled Strip and the West Bank. Most importantly, it involves a commitment to Palestinian self-determination and statehood, which these moves in the West Bank may make all but impossible to realize.
All this, as American views of Israel are only growing more antagonistic, with real-world policy changes like conditioning military aid receiving more serious consideration than previously thought possible. Israel also faces domestic consequences over this decision. It has long defended itself against accusations of apartheid by saying that it cannot grant citizenship to the millions of Palestinians in the West Bank because the Jewish state cannot afford to lose its Jewish majority. Until trusted Palestinian partners for peace emerged, the narrative went, Israel would maintain control of the territory.
This is not maintaining control of the territory; this is laying claim to it, an action that demands Israel must treat the Palestinians who live there as full citizens. It is unlikely to do so. Which means Israel’s democracy is closer than ever to crumbling. If it insists on burying the two-state solution and annexing the West Bank without giving citizenship to millions of Palestinians, any defense it had against the argument of apartheid will be gone.
What might the Israeli government hope to gain with these moves, given how extraordinarily costly they could be — and seeing that annexation is widely unpopular in Israeli society, with only about a third of Israelis supporting it?
The answer: Netanyahu is going all-in for his far-right allies. It’s not about what Israel hopes to gain; it’s about what he does.
Smotrich, Katz, and others whose radical messianic conceptions dominate their politics have for years fantasized about expanding Israel’s borders without international or domestic law interfering. Throughout the Israel-Hamas War, far-right leaders routinely spoke enthusiastically about annexing the Gaza Strip.
If Netanyahu were putting Israelis before his own political interests, he would have squashed calls for annexation long before now. But doing so would threaten his political career. Smotrich and other far-right ministers put expanding Israeli control over the West Bank as a dealbreaker when they first entered his coalition; if they leave it, his last hope at retaining power will go with them.
When it comes to choosing between power or his country, Netanyahu has shown he will always choose power. Let’s hope Trump continues to stand in his way.
The post Can Trump save Israel from itself? appeared first on The Forward.
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Iran Races to Rebuild Missile Arsenal, Israel Tests Upgraded Defenses Amid Fragile US Nuclear Talks
Iranian missiles are displayed in a park in Tehran, Iran, Jan. 31, 2026. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
As the prospect of renewed conflict looms, Iran is scrambling to restore its battered missile capabilities while Israel tests upgraded air defenses and accelerates military preparations for a potential confrontation.
Iran had 25 key sites housing long-range ballistic missile capabilities, 19 of which were struck during last June’s 12-day war, when the US and Israel bombed the regime’s nuclear facilities, according to Israel’s Channel 14.
The outlet’s latest report, drawing on satellite imagery, research by the Alma Institute for Middle Eastern Studies, and confirmations from security officials, reveals that all sites were equipped with underground infrastructure and suffered extensive surface and subterranean damage.
Yet, with the shadow of a new conflict looming, Iran has rushed to restore its shattered defense capabilities, reportedly completing some partial repairs already.
As of last month, the country’s main launch bases — whose surfaces suffered moderate to severe damage — appear to show clear signs of recovery and resumed operational activity.
Israeli officials estimate that the Islamist regime now possesses at least twice the missile arsenal it deployed in past attacks.
However, Iran’s missile launch capacity remains limited by shortages of launchers and rocket fuel, even as it reportedly works to restore these critical components as well.
As Tehran works to rebuild its strategic threat against the Jewish state amid rising regional tensions, Israel has successfully upgraded its missile defense systems and expanded its arsenal of anti-missile batteries, effectively reinforcing its deterrence capabilities.
On Wednesday, the Israeli Ministry of Defense announced a successful test of the “David’s Sling” air-defense system, designed to intercept Iranian ballistic missiles with advanced evasive capabilities.
Built on operational lessons from last year’s war, Israeli officials said the upgraded system can intercept cruise missiles, ballistic missiles, aircraft, and drones at medium and long ranges, reaching altitudes of 50 to 70 kilometers (31 to 43 miles).
From the Arrow system to the Iron Dome, Israel is bolstering its defense capabilities with extensive logistical preparations to maintain operational readiness during prolonged and intense missile attacks, the Ministry of Defense said in a statement.
At the top of the country’s operational defense pyramid is the Arrow system, a strategic, exo-atmospheric shield designed to intercept long-range ballistic missiles while they are still outside the atmosphere, neutralizing threats at a distance and preventing environmental damage or the impact of unconventional warheads
Serving as the middle layer of Israel’s missile defense, the newly upgraded David’s Sling system works alongside the Iron Dome, which protects the home front and civilian settlements.
The country is also introducing the laser system Iron Beam, or “Magen Or,” capable of intercepting missiles quickly, accurately, and more efficiently than conventional systems
These latest developments come as regional tensions escalate over Iran’s nuclear program and fragile negotiations with the United States, raising concerns about a renewed conflict in the region.
Washington and Tehran resumed negotiations last Friday in Oman, marking the first direct engagement between US and Iranian officials since nuclear talks collapsed after the 12-day war in June.
With the chances of a deal still uncertain, US President Donald Trump has simultaneously launched a massive military buildup in the Gulf, pressuring the Iranian regime to return to the negotiating table if it wants to prevent a potential conflict.
On Wednesday, Israeli Prime Minister Benjamin Netanyahu met with Trump to discuss the prospects of a potential nuclear agreement with Tehran and the next steps in the talks. Israeli officials have said they want any agreement with Iran to include zero enrichment of uranium, limits on ballistic missiles, and a pullback of the regime’s support for terrorist groups across the Middle East.
“There was nothing definitive reached other than I insisted that negotiations with Iran continue to see whether or not a Deal can be consummated. If it cannot, we will just have to see what the outcome will be,” Trump wrote in a post on Truth Social after their meeting.
“Last time Iran decided that they were better off not making a deal, they were hit with Midnight Hammer — that did not work well for them,” he continued, referring to the US operation to bomb Iranian nuclear sites in June. “Hopefully this time they will be more reasonable and responsible.”
Trump also told Axios in a Tuesday interview that he is considering deploying a second aircraft carrier strike group to the Middle East to prepare for military action if negotiations with Iran fail.
“Either we will make a deal or we will have to do something very tough like last time,” Trump said.
According to multiple media reports, Washington has set three conditions for a nuclear agreement with Iran: halting uranium enrichment, restricting the country’s ballistic missile program, and ending the regime’s support for terrorist groups and other proxies throughout the Middle East.
However, Iran has long said all three demands are unacceptable, but two Iranian officials told Reuters its Islamist, authoritarian rulers view the ballistic missile program, not uranium enrichment, as the bigger issue.
In recent days, the US has indicated it is primarily concerned with the nuclear program, leaving some observers concerned that the Trump administration will strike a deal that’s too narrow in scope.
The Iranian government has already publicly rejected any transfer of uranium out of the country and ruled out negotiations over its ballistic missile program or support for proxy forces.
Cautious optimism about diplomacy has also been shaken by reported clashes between US and Iranian forces at sea as tensions rise.
Last week, the US military said it shot down an Iranian drone that had “aggressively” approached the aircraft carrier Abraham Lincoln in the Arabian Sea. Hours later, forces from Iran’s Islamic Revolutionary Guard Corps (IRGC) harassed a US-flagged, US-crewed merchant vessel in the Strait of Hormuz.
Trump initially threatened to intervene in Iran if the regime killed anti-government protesters who took to the streets across the country in late December and early January. However, the Iranian government proceeded to crush the protests with a brutal crackdown, reportedly killing tens of thousands of people.
The US subsequently began its military buildup in the region, and Trump called on the regime to begin negotiations.