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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 Forverts is on vacation. Here’s how to access our content while we’re away.
From Thursday, Aug. 13, till Friday, Aug. 21, the Forverts will be on vacation.
During this time, you can continue to read our English-language articles here; our Yiddish articles here and our Tidbits column of easy-to-read Yiddish news briefs accompanied by audio here. You can also play Vertl (Yiddish Wordle) or view one of our many videos by clicking on one of the following:
- YIDDISH WORD OF THE DAY: Check out our playlist of Yiddish Word of the Day here.
- OUR COOKING SHOWS: Watch a variety of cooks make all sorts of recipes in Yiddish with English subtitles, including Rukhl Schaechter, Eve Jochnowitz, Sender Glasser, Gitl Schaechter Viswanath and Roza Jaffe here.
The post The Forverts is on vacation. Here’s how to access our content while we’re away. appeared first on The Forward.
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Israel’s enemies say it is anti-Christian. Jewish extremists are helping them make the case
One of the more damaging charges against Israel now circulating in the United States portrays the Jewish state as increasingly hostile to Christianity and Christians. The accusation has acquired considerable prominence in American media, where stories about attacks on clergy, harassment of worshippers, restrictions around Christian holy sites and violence against Christian communities have accumulated into a broader portrait of a country becoming inhospitable to one of the faiths born in the Holy Land.
The Washington Post recently devoted a major article to attacks on Christians in Israel and the government’s lackluster response, while other reporting has focused on Jews spitting at Christian clergy and pilgrims in Jerusalem, vandalism of Christian property and the April assault on a Roman Catholic nun near the Old City.
The nun’s case was particularly appalling: according to the subsequent indictment, a Jewish Israeli man chased the 48-year-old French Catholic sister, pushed her to the ground and kicked her after identifying her as a Christian nun. Israeli police arrested the suspect and prosecutors charged him with an assault motivated by religious hostility.
The Armenian Christians of Jerusalem have become another symbol of the phenomenon. Their community predates almost every modern political dispute over the city, with a continuous presence stretching back some 1,700 years. Yet Armenian clergy and residents have described repeated episodes of spitting, intimidation and abuse.
Israeli media in recent weeks described Israeli teenagers arriving at the headquarters of the Armenian Apostolic Church in the Old City and asking whether Christians were inside because they wanted to spit at them.
Scenes like these travel instantly around the world and provide ready-made material for anyone seeking to portray Israel as a place where Christians are despised. In fact, Israel’s Jewish extremists have no particular beef with Christians – but rather a conflict with, and often a hatred for, Arabs in general, of any religion.
Overall, the incidents are not representative of Christian life inside Israel. About 200,000 Christian citizens lived in the country at the end of 2025, most of them Arab Christians, and the community has continued to grow. Arab Christians have exceptionally high educational attainment and are disproportionately represented in Israeli higher education. Christians serve as judges, diplomats, doctors, academics and public officials, and their churches and institutions form a recognized part of Israeli public life. Moreover, the assault on the Catholic nun produced an arrest and indictment rather than tacit approval, and Israeli authorities regularly proclaim their commitment to Christian worship and the protection of Christian holy places.
Yet a radical Jewish fringe appears determined to furnish Israel’s enemies with the pictures, anecdotes and headlines required to transform an inflammatory accusation into a plausible story. The latest damaging example comes from Taybeh, the last predominantly Christian Palestinian village in the West Bank (and home to its only beer brewery).
Taybeh has endured months of tension and violence. In June, Israeli settlers obstructed Palestinians attempting to extinguish a large fire near the village, according to Palestinian firefighters and a local priest. Residents have complained of arson, vandalism, incursions onto private property and intimidation.
“The settlers can do whatever enters their heads,” said the Rev. Jack Abed of Taybeh’s Greek Orthodox community. “And every now and then we have rioting from settler youth who come into the village. They bring sheep with them to graze in our fields.”
This week the Israeli military responded by closing the village to Israelis, saying the measure followed violent attacks by Israelis in the area and was intended to protect local residents and maintain order.
The order illustrates two realities at once. The Israeli army is using military power to protect a Palestinian Christian community from Israeli Jewish extremists. This tells a very different story from the sweeping claim that the Israeli state has embarked upon a campaign against Christians. At the same time, the necessity of such a measure shows the extent of the problem Israel has permitted to develop.
Indeed, Israel Radio this week reported that there have been 660 cases of “nationalistic crime” by Jews in the West Bank in the first six months of 2026 – a 50 percent increase over the same period last year. The report, citing military sources, said six Palestinians were killed and 140 injured in these attacks. There are rarely long-term arrests and no settlers have been convicted in the deaths.
I recently wrote in these pages about Jewish terrorists in the West Bank after extremists torched two mosques, burned cars and fields and attacked Palestinian motorists. One mosque in Qusra was burned and covered with revenge graffiti; another in Kur was set ablaze.
The violence belongs to a larger pattern of attacks on civilians, destruction of property and vigilante incursions into Palestinian communities. I described this as both a moral failure and a national-security disaster because every such episode creates another security problem for the Israeli soldiers and police who must contain the consequences, while simultaneously providing Hamas, Iran and Israel’s other enemies with propaganda more effective than much of what they could manufacture themselves.
The Christian dimension makes the strategic stupidity even more breathtaking. Israel depends upon deep reservoirs of sympathy among Christians around the world, especially in the United States, where tens of millions of evangelical Christians have provided some of the most consistent political support for the Jewish state. Christian attachment to Israel also extends far beyond evangelical politics to people who regard the survival of ancient Christian communities and access to the holy places of Jerusalem, Bethlehem and the Galilee as matters of profound spiritual importance.
Every video of an extremist spitting at a priest, every report of an Armenian Christian being harassed and every attack on a Christian Palestinian village chips away at that reservoir of goodwill. These extremists are weakening Israel’s security, staining Judaism and turning potential friends of Israel into skeptics and existing skeptics into enemies.
The military’s action in Taybeh is therefore welcome, and it is also woefully insufficient. Israel’s Oct. 27 election offers the possibility of a different approach. Should Netanyahu be defenestrated and a new government take office, a comprehensive crackdown on Jewish terrorism in the West Bank should rank among its first priorities. The task requires arrests, prosecutions and enforcement rather than declarations of concern after each fresh outrage.
The post Israel’s enemies say it is anti-Christian. Jewish extremists are helping them make the case appeared first on The Forward.
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A Democratic upset in Connecticut — but Israel was not a factor
(JTA) — Luke Bronin scored a decisive victory over longtime Rep. John Larson in Connecticut’s Democratic primary Tuesday, marking another defeat for AIPAC which had backed the 14-term congressman.
The pro-Israel lobby group is increasingly viewed as politically toxic in Democratic primaries across the country, with several progressive candidates notching victories after making opposition to the group a centerpiece of their campaigns.
Israel and the American Israel Public Affairs Committee, however, were not at the forefront of the contest in Connecticut’s 1st Congressional District, reflecting a more nuanced picture regarding Democratic voters’ shifting sentiments toward Israel.
Bronin and Larson, the race’s two candidates with more traditionally pro-Israel positions, together won nearly 90% of the vote, with Bronin receiving 53% while Larson received 34%. The two progressive candidates in the race, Jillian Gilchrest and Ruth Fortune, who both accused Israel of genocide in Gaza, finished a distant third and fourth.
Bronin, 46, who has Jewish ancestry on his father’s side, is the former mayor of Hartford and also served in the Obama Administration as the Deputy Assistant Secretary for Terrorist Financing and Financial Crimes. His campaign largely centered on affordability and emphasizing the need for new leadership in the Democratic party.
“If we are going to fix this mess that we are in, we need to build a Democratic Party that is bringing a whole new energy to this fight,” Bronin told supporters following his victory.
Israel was not entirely absent from the campaign. Larson, who first took office in 1999, split with Bronin during a primary debate last month when Larson defended his recent vote in support of U.S. military aid to Israel.
“Yes, I voted in favor of making sure that Israel, our ally, is going to get the aid from the United States that it needs. But the Palestinians need humanitarian aid, and Donald Trump has got to enforce the law,” Larson said.
Bronin pushed back at Larson, replying, “Trusting Donald Trump to do the right thing is a mind-blowing example of putting hope over all of the evidence in front of us.”
While Larson had long supported Israel during his tenure in Congress, he has been critical of Israel’s prosecution of the war in Gaza and treatment of Palestinians and vocally opposed the United States’ war in Iran.
Bronin, meanwhile, has said he is against taxpayer money going toward funding offensive military aid to Israel, though he supports “defenses for civilians that protect civilian life against rockets and missiles and drones.”
“I think it’s hugely important that Israel exists as a safe, secure homeland for the Jewish people,” Bronin said when asked about his views on Israel on The Lisa Wexler Show in May. He also spoke out against Prime Minister Benjamin Netanyahu, explaining that the premier had “done enormous damage to Israel’s security, Israel’s standing in the world,” adding that “we have an obligation as a country to say what’s happening is not okay.”
Bronin slightly outraised Larson on the campaign trail, receiving roughly $3.1 million largely from individual donations from billionaires and large firms, while Larson received $2.7 million and relied more on donations from PACs, according to the Federal Election Commission.
Larson received roughly $120,000 in AIPAC-linked donations during the campaign cycle, according to the campaign finance database Open Secrets.
Bronin will now face Republican Amy Chai, a physician and mental health advocate, in the general election for the state’s first congressional district. The district, which spans Bristol, Hartford and Torrington, is home to 27,800 Jews, representing 3.9% of the total population, according to the Berman Jewish Data Bank.
The post A Democratic upset in Connecticut — but Israel was not a factor appeared first on The Forward.
