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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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Pete Hegseth compares media to the Pharisees, ancient Jewish sect derided by Christians
(JTA) — Almost exactly seven years after a presidential candidate stopped referring to “Pharisees” in response to allegations of antisemitism, another prominent political Pete has invoked the term.
And this time, it’s not just Jews but Christians who are finding the allusion offensive.
In 2019, it was Pete Buttigieg, then an Indiana mayor on the verge of declaring his Democratic presidential run, who compared an adversary to Pharisees, the sect of ancient Jews who are portrayed as hypocrites in the New Testament.
“There’s an awful lot about Pharisees in there,” Buttigieg told the Washington Post while speaking about then-Vice President Mike Pence, a Republican who frequently touted his Christian values. “And when you see someone, especially somebody who has such a dogmatic take on faith that they bring it into public life, being willing to attach themselves to this administration for the purposes of gaining power, it is alarmingly resonant with some New Testament themes, and not in a good way.”
Scholars of ancient Judaism and liberal Jewish leaders objected, saying that the term carried antisemitic implications even if not intended that way. Just days later, Buttigieg’s team announced he would no longer use the term, saying, “We appreciate the people who have reached out to educate us on this.”
Now, it’s Defense Secretary Pete Hegseth who has derisively name-dropped the sect, understood to be precursors of modern rabbinic Judaism in their approach to Jewish practice.
Speaking to members of media on Thursday, Hegseth said he had thought of the Pharisees in church when his minister preached about a New Testament story describing Jesus entering a synagogue and healing someone sick.
“The Pharisees — the so-called and self-appointed elites of their time — they were there to witness, to write everything down, to report,” he said. “But … even though they witnessed a literal miracle, it didn’t matter. They were only there to explain away the goodness in pursuit of their agenda.”
An 1843 engraving of Jesus with the Pharisees by Friedrich August Ludy, after a painting by Johann Friedrich Overbeck. (Getty Images)
To Hegseth, the comparison was clear amid critical coverage of the U.S. war on Iran. “Our press is just like these Pharisees. Not all of you, not all of you, but the legacy Trump-hating press, your politically motivated animus for President Trump nearly completely blinds you from the brilliance of our American warriors,” he said. “The Pharisees scrutinized every good act in order to find a violation, only looking for the negative.”
The invocation alarmed some Jews who heard it, according to posts on social media. They were responding with an awareness that in Christian tradition, the Pharisees have come to be thought of as “hypocrites, fools and a brood of vipers, full of extortion, greed, and iniquity,” as the Jewish scholar of early Jewish-Christian relations Amy-Jill Levine put it in a 2015 article arguing that Christian criticism of the Pharisees is antisemitic.
But this time, the comparison triggered a sharper outcry among some Christians and conservatives, because it likened Donald Trump and the U.S. military to Jesus at a time when the president has roiled some of his Christian base by posting an AI image of him as a Jesus- or God-like figure. (He said the image was depicting him as a doctor rather than Jesus, then deleted the picture.)
“Hegseth and Trump need to leave the religious jargon out of this,” wrote Peter Laffin, a senior editor at the conservative Washington Examiner, on X. “It is grotesque to compare the press to Pharisees, because it implies that they, Hegseth and Trump, are Jesus. “This is a hole they need to stop digging.”
The Jesus image closely followed Trump’s sparring this week with Pope Leo XIV. After the pope criticized the Iran war, Trump lambasted him on Truth Social, saying he should “get his act together” and implying that Trump played a role in his appointment. The pope rejected Trump’s criticism, adding fuel to a feud that has captivated Catholics around the world and even reshaped elements of Italian politics.
Soon after Hegseth’s speech, Pope Leo XIV tweeted again: “Woe to those who manipulate religion and the very name of God for their own military, economic, and political gain, dragging that which is sacred into darkness and filth.”
Hegseth’s comments come as the Trump administration has injected overtly Christian ideas, references and practices into government activities. They were not his only comments citing scripture to draw criticism this week. He has also been mocked for quoting a biblical verse — Ezekiel 25:17 — using not the text found in Jewish or Christian texts but the one used by a character in Quentin Tarantino’s “Pulp Fiction” to justify violence.
This article originally appeared on JTA.org.
The post Pete Hegseth compares media to the Pharisees, ancient Jewish sect derided by Christians appeared first on The Forward.
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Jewish groups urge Trump to prioritize Americans held in Iran during ceasefire talks
(JTA) — The American Jewish Committee is calling on President Donald Trump to make the return of Americans in Iranian custody an “urgent national priority,” as his administration works to preserve a fragile ceasefire with Iran.
“The United States must be unequivocal: the wrongful detention or hostage-taking of Americans will not be accepted or sidelined,” the ADJ said in a statement issued jointly with other North American groups. “Our adversaries must recognize that harming Americans has lasting consequences, and Americans must be assured that their government will pursue their return with unwavering resolve.”
Along with the AJC, the call came from the Foundation for Defense of Democracies, the James W. Foley Legacy Foundation, the Raoul Wallenberg Centre for Human Rights and United Against Nuclear Iran. The co-founders of the Hostages and Missing Families Forum U.S., the American branch of the group that advocated for the Israeli hostages in Gaza, also signed on.
The groups celebrated the Trump administration’s record of negotiating hostage releases, writing that it had “already demonstrated an extraordinary record in recovering Americans from hostile regions, securing the release of over 70 Americans since January 2025, including every last hostage held in Gaza, living or deceased.”
The groups wrote, “The ability of the U.S. to lead in the recovery of not just Americans held in Gaza, but to secure the release of all hostages taken by Hamas showcases that the time to act decisively is now.”
Among those in captivity is Robert Levinson, a Jewish retired FBI special agent who went missing in Iran in 2007 during a business trip. Levinson’s family announced that he had died in Iranian custody in 2020.
“President Trump has brought more than 70 Americans home since January 2025,” Levinson’s family said in a statement. “We urge him to make Bob and every American held in Iran a priority in these talks — and to demand that the men responsible for our father’s abduction finally account for what they did. After 19 years, please help our family get the truth we need to move forward, and give our heroic father the justice he so rightfully deserves.”
The statements came as Trump announced that Israel and Lebanon had agreed to a 10-day ceasefire, a condition that Iran has said was essential for any longer-term peace deal with the United States and Israel.
On Friday, Trump told Axios that he expected a permanent deal with Iran to be reached “in the next day or two,” and negotiators for the two countries are expected to meet over the coming days.
The potential deal, which has largely focused on suspending Iran’s nuclear activity, is not expected to include any provisions about the release of American hostages, which are often handled through separate negotiations. In 2023, former President Joe Biden negotiated the release of five American prisoners in Iran in exchange for releasing $6 billion in frozen Iranian assets.
There are signs that the United States is interested in securing the release of Americans in Iran. In February, Secretary of State Marco Rubio designated Iran as a “state sponsor of wrongful detention,” writing in a release at the time that “for decades, Iran has continued to cruelly detain innocent Americans, as well as citizens of other nations, to use as political leverage against other states.”
While it is unclear exactly how many American hostages are currently in Iranian captivity, United Against Nuclear Iran currently maintains a list of 13 individuals.
“The Iranian regime must stop taking hostages and release all Americans unjustly detained in Iran, steps that could end this designation and associated actions,” Rubio said. “We encourage it to do so.”
The Jewish and pro-Israel group are calling on the Trump administration to “make the safety, security, and freedom of Americans held captive in Iran a top priority and ensure this is integrated into broader strategic discussions regarding Iran.”
They added, “We stand ready to work with the Administration to bring every American held in Iran home safely and swiftly. There is no time to waste—the moral and strategic imperative is clear.”
This article originally appeared on JTA.org.
The post Jewish groups urge Trump to prioritize Americans held in Iran during ceasefire talks appeared first on The Forward.
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Trump’s antisemitism envoy says US will bar World Cup attendees tied to antisemitism abroad
(JTA) — Rabbi Yehuda Kaploun, the U.S. special envoy for monitoring and combating antisemitism, said this week that the United States will bar individuals from attending the World Cup who are accused of fostering antisemitism in their home countries.
“The president and the secretary of state have made it perfectly clear that people who want to sow discord in this country are not welcome here,” Kaploun told the Jewish Telegraphic Agency on Friday. “People who want to bring their brand of hate to the United States with antisemitism are not welcome. Coming to this country is a privilege. It’s not a right.”
Kaploun’s comments on a potential ban were first reported by Euractiv, which said he told a European Jewish Association conference in Brussels that the United States was “holding countries accountable for ministers who are saying things, and they are not being allowed into the country.”
But Kaploun dismissed Euractiv’s report that the United States would institute a ban specifically on European politicians, instead saying that “everybody is judged as an individual.”
“If there is a minister that is promoting, you know, there are people who are promoting right-wing antisemitism or left-wing antisemitism,” Kaploun said. “Either way, coming to the United States is a privilege, not a right, and everybody is judged on making sure that they’re going to be coming to this country, that they’re going to not ferment hate.”
The FIFA World Cup, which will be hosted in cities across the United States, Mexico and Canada from June 11 to July 19, will be the organization’s largest event to date, featuring 48 national teams.
The countries that qualified include several that have battled openly — and in some cases literally — with Israel, such as Iran, Turkey and South Africa. (Israel, which has faced widespread calls to be banned from the Union of European Football Associations, will not participate, having lost in qualifying competition last year.)
Participating countries also include several where antisemitism is seen to be on the rise or where U.S. officials have sparred with leaders over issues related to Jewish safety — for example Belgium, where the U.S. ambassador recently challenged the health minister publicly over the arrest of mohels who performed Jewish circumcisions.
Kaploun, who was confirmed as antisemitism envoy in December, has taken aim at antisemitism in Europe in recent months, including in January when he split with the president of the Conference of European Rabbis over the root of antisemitism in the region.
Kaploun’s comments came as FIFA President Gianni Infantino confirmed at CNBC’s Invest in America Forum on Wednesday that Iran would participate in the World Cup, despite its ongoing war and fragile ceasefire with the United States and Israel.
“The Iranian team is coming for sure, yes,” Infantino said. “We hope that by then, of course, the situation will be a peaceful situation. As I said, that would definitely help. But Iran has to come. Of course, they represent their people. They have qualified. The players want to play.”
On Thursday, Andrew Giuliani, the executive director of the White House FIFA World Cup task force, told Politico that the Trump administration did expect Iran to be in attendance.
“I’m not going to speak for the Iranian team, but I will say that the president, when I’ve talked to him, has invited the Iranian team here,” Giuliani said. “The president of FIFA made a statement, I think, yesterday, that they’re going to be coming. So we expect them here.”
Discussing who could be affected by potential bans, Kaploun pointed to those involved in the October decision by England’s Aston Villa Football Club to prohibit Maccabi Tel Aviv supporters from attending a match, as well as individuals tied to the violence in Amsterdam last year that left several Maccabi Tel Aviv fans injured.
“Those people who are responsible for what occurred in Amsterdam at the soccer matches, or that are responsible for the lies that ended up resulting in tourists, people, not being allowed to come to a soccer match — those people who do those things will be held accountable and aren’t welcome to come to the United States of America,” Kaploun said.
This article originally appeared on JTA.org.
The post Trump’s antisemitism envoy says US will bar World Cup attendees tied to antisemitism abroad appeared first on The Forward.