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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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Report: US, Israel Preparing for Resumptions of Strikes Against Iran
US President Donald Trump speaks during an event to sign a memorandum in the Oval Office at the White House in Washington, DC, US, May 5, 2026. Photo: REUTERS/Evan Vucci
i24 News – The United States and Israel are engaged in intense preparations — the largest since the cease-fire took effect — for the possible resumption of attacks against Iran as early as next week, the New York Times reported Saturday citing two Middle East officials, who spoke on condition of anonymity.
Meanwhile, the Israeli Mako News reported Israeli official sources as saying that US President Donald Trump is expected to convene his closest team of advisors in the next 24 hours to make a final decision on the Iran matter. Israel estimates that a decision on military action may be made very soon, the report added.
According to NYT, should Trump decide to resume military strikes, options include more aggressive raids targeting Iranian military and infrastructure targets, US officials said.
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Trump Says Xi Agrees Iran Must Open Strait, But No Sign China Will Weigh In
US President Donald Trump participates in events at the Great Hall of the People and does a greeting with the President of the People’s Republic of China Xi Jinping May 14, 2026, in Beijing China during a trip focused on trade, regional security, and strengthening bilateral ties between the world’s two largest economies. Photo: Kenny Holston/Pool via REUTERS/File Photo
US President Donald Trump said Chinese President Xi Jinping had agreed Tehran must reopen the Strait of Hormuz, though China gave no indication it would weigh in.
Flying back from Beijing on Friday after two days of talks with Xi, Trump said he was considering whether to lift US sanctions on Chinese oil companies buying Iranian oil. China is the biggest buyer of Iranian oil.
“I’m not asking for any favors because when you ask for favors, you have to do favors in return,” Trump said when asked by a reporter on Air Force One whether Xi had made a firm commitment to put pressure on the Iranians to reopen the strait.
Xi did not comment on his discussions with Trump about Iran, although China’s foreign ministry criticized the war, calling it a conflict “which should never have happened, has no reason to continue.”
‘WE WANT THE STRAITS OPEN’
Iran has effectively shut the strait, which carried one-fifth of global oil and liquefied natural gas supply before the US and Israel launched attacks on February 28. The disruption to shipping has caused the biggest oil supply crisis in history, pushing up oil prices.
Ebrahim Azizi, who heads the Iranian parliament’s national security committee, said on Saturday that Tehran had prepared a mechanism to manage traffic through the strait along a designated route that would be unveiled soon.
Azizi said only commercial vessels and parties cooperating with Iran would benefit, and that fees would be collected for specialized services provided under the mechanism.
Thousands of Iranians were killed in the US and Israeli airstrikes. Thousands more have been killed in Lebanon in fighting between Israel and the Iran-backed group Hezbollah, though Israel and Lebanon agreed on Friday to a 45-day extension of a ceasefire that has tamped down the conflict there.
The US paused its attacks last month but began a port blockade. As of Saturday, 78 commercial ships had been redirected and four disabled to ensure compliance with the blockade, the US military said.
Tehran, which carried out strikes against Israel, US bases and Gulf states after the war began, has said it will not unblock the strait until the US ends its blockade. Trump has threatened to resume attacks if Iran does not agree to a deal.
“We don’t want them to have a nuclear weapon, we want the straits open,” Trump said in Beijing, alongside Xi.
Iran, which has long denied it intends to build a nuclear weapon, has refused to end nuclear research or relinquish its hidden stockpile of enriched uranium.
Iranian Foreign Minister Abbas Araqchi said Tehran had received messages from the US indicating Washington was willing to continue talks.
Pakistan has been mediating between Washington and Tehran. Iranian news agency Nournews said Interior Minister Eskandar Momeni had held “detailed” discussions with his visiting Pakistani counterpart on Iran-Pakistan relations and the prospects for resuming peace talks, but gave no details.
TRUMP LOSING PATIENCE
Trump, who told Fox News’ “Hannity” program in an interview aired on Thursday that he was losing patience with Iran, said Tehran “should make a deal.”
Oil prices rose around 3 percent to around $109 a barrel on Friday [O/R] on concerns about a lack of progress in resolving the conflict.
Talks on ending the war, which has become a liability for Trump ahead of US congressional elections in November, have been on hold since last week when Iran and the US each rejected the other’s most recent proposals.
Araqchi said on Friday that Iran would welcome Chinese input, adding that Tehran was trying to give diplomacy a chance but did not trust the US, which has curtailed previous rounds of talks by launching air strikes.
When the US and Israel launched their attacks on Iran at the end of February, they said one of their aims was to weaken the authorities so Iranians could topple the government.
There has been little sign of organized dissent in Iran during the war, and rights groups say the government has cracked down heavily on its opponents.
Iran’s judiciary said on Saturday that 39 people had been executed for collaborating with Israeli or US spy agencies, or taking part in “terror” or armed unrest, since the war started, the judiciary’s news agency Mizan reported.
It said 36 “medium-level” dissidents had received long prison sentences.
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Tens of Thousands March in London in Separate Immigration, Pro‑Palestinian Protests
Protesters take part in a “Unite the Kingdom” rally organised by British anti-immigration activist Stephen Yaxley-Lennon, also known as Tommy Robinson, in London, Britain, May 16, 2026. REUTERS/Hannah McKay
Tens of thousands of people marched through central London on Saturday in two separate protests – one against high levels of immigration and another in support of Palestinians.
Police deployed 4,000 officers, including reinforcements from outside the capital, and pledged “the most assertive possible use of our powers” in what they called their biggest public order operation in years.
By 1200 GMT, shortly after both marches started, police said they had made 11 arrests for a range of offenses. They had earlier forecast turnout of at least 80,000.
Prime Minister Keir Starmer on Friday accused organizers of the Unite the Kingdom march of “peddling hate and division, plain and simple.”
The march was organized by anti-Islam activist Stephen Yaxley-Lennon, known as Tommy Robinson. The government barred 11 people it described as “foreign far-right agitators” from entering Britain to address the protest.
A previous protest led by Robinson in September drew around 150,000 people, police said, and featured a video address by US tech billionaire Elon Musk. More than 20 people were arrested, and police are still seeking more than 50 suspects.
MARCHERS WAVE BRITISH AND ENGLISH FLAGS
On Saturday, Robinson supporters gathered in central London, waving mainly British and English flags.
“I think that too much migration – not migration, but too much migration – is causing a lot of problems, upsetting a delicate balance here,” said Allison Parr, who also criticized net-zero environmental policies.
Annual net migration approached 900,000 in 2022 and 2023, but fell back to around 200,000 last year after tighter work visa rules.
Concern over immigration – including the arrival of asylum seekers on small boats – has weighed on Starmer’s popularity and boosted the right-wing Reform UK party, whose leader Nigel Farage has distanced himself from Robinson.
Some protesters chanted abuse about Starmer.
Robinson, who has convictions for assault, stalking and other offenses, urged supporters this week to act peacefully in what he billed as “the greatest patriotic display the world has ever seen.”
Earlier this year, he traveled to the US, where he met a State Department official and addressed supporters about what he called “the dangers of Islam” and “the Islamification of Great Britain.”
Census data showed 6.5 percent of people in England and Wales identified as Muslim in 2021, up from 4.9 percent in 2011.
PRO-PALESTINIAN PROTESTERS MARK NAKBA DAY
Nearby, pro-Palestinian demonstrators held a march to mark Nakba Day, commemorating Palestinians’ loss of land in the 1948 war that followed the creation of Israel. “Nakba” means catastrophe in Arabic.
The march also drew those opposing the Unite the Kingdom rally, alongside predominantly Palestinian flags.
London has recently seen a spate of arson attacks on Jewish sites, and two Jewish men were stabbed last month in an incident being treated as terrorism.
Police said repeated large pro-Palestinian marches – 33 since the Hamas-led attack on Israel in October 2023 – had left many Jewish people feeling too intimidated to enter central London.
While protesters held a range of views, police said they routinely made arrests for racially and religiously aggravated public order offenses, inciting racial hatred or supporting proscribed organizations.
The government said police would arrest protesters who chanted “globalize the intifada,” a reference to Palestinian uprisings against Israel that many British Jews view as inciting antisemitism.
Some protesters on Saturday chanted “Death to the IDF”, referring to the Israeli army – language that police said had previously been a reason for arrests when aimed at Jewish people.