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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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All 25 Jewish Lawmakers in US House Sign Statement on ‘Grotesque’ Antisemitic Bondi Beach Shooting
Rabbi Levi Wolff lights a menorah at Bondi Pavilion to honor the victims of a shooting during a Jewish holiday celebration at Bondi Beach, in Sydney, Australia, Dec. 15, 2025. Photo: REUTERS/Hollie Adams
Every Jewish member of the US House of Representatives on Monday signed a bipartisan statement condemning the prior day’s antisemitic mass shooting at Bondi Beach in Sydney, Australia, decrying the “grotesque” act of mass murder.
“On a night meant for celebration, Jewish families in Australia, gathering in joy and peace on the first night of Hanukkah, were grotesquely targeted with hate and murderous intent. Sadly, this attack does not come as a surprise to the Jewish community of Sydney who have been raising a clarion call for local and national authorities to take concrete steps against a rising tide of antisemitism,” read the statement co-signed by the 25 lawmakers.
“We stand in solidarity with the Australian Jewish community and together extend our condolences to the family and friends of the people murdered and are praying for the complete recovery of the dozens wounded, and the entire Jewish community feeling besieged,” the statement continued.
The signatories of the letter were members of both main political parties: Reps. Brad Sherman (D-CA), Becca Balint (D-VT), Jake Auchincloss (D-MA), Suzanne Bonamici (D-OR), Steve Cohen (D-TN), Randy Fine (R-FL), Lois Frankel (D-FL), Laura Friedman (D-CA), Craig Goldman (R-TX), Daniel Goldman (D-NY), Josh Gottheimer (D-NJ), Sara Jacobs (D-CA), David Kustoff (R-TN), Greg Landsman (D-OH), Mike Levin (D-CA), Seth Magaziner (D-RI), Max Miller (R-OH), Jared Moskowitz (D-FL), Jerrold Nadler (D-NY), Jamie Raskin (D-MD), Jan Schakowsky (D-IL), Brad Schneider (D-IL), Kim Schrier (D-WA), Eugene Vindman (D-VA), and Debbie Wasserman Schultz (D-FL).
The attack, which is suspected to have been carried out by a Muslim father-and-son duo from Pakistan, targeted Jewish families which gathered to mark the first night of Hanukkah. The murder spree left 15 people dead, including a 10-year-old child, and more than 40 others wounded. Australian authorities described the incident as a hate-driven assault aimed squarely at the Jewish community, as Jewish institutions across the US and the world were placed on heightened alert.
Monday’s statement, a rare show of bipartisan unity, was led by senior lawmakers including Sherman, along with Democrats and Republicans who stressed that defending Jewish life is not a partisan issue. The statement called on political leaders worldwide to take concrete action to protect Jewish communities and to reject efforts to excuse or normalize antisemitic rhetoric under any guise.
“Antisemitism is a cancer that eats at the core of society, whether in Australia, the United States, or anywhere it is allowed to take root and grow. We join leaders around the globe in condemning this evil act and in calling for justice, peace, and unwavering support for those affected. We also call on all leaders to do better standing up to antisemitism, bigotry, and hate. We must also do better in our work for a world where everyone can celebrate their faith and traditions free from discrimination and fear,” the statement read.
“Jews around the world will continue to gather this week to celebrate Hanukkah and its story of religious freedom and defiant optimism,” the statement continued. “As we light the menorah each night and remember the miracle of the festival of lights, let us proclaim that light is stronger than darkness, right is stronger than might, and justice is stronger than tyranny. Wishing all Jewish communities and the world around us strength and peace.”
Israeli Prime Minister Benjamin Netanyahu condemned the attack as an act of antisemitic terrorism and reiterated that assaults on Jews abroad are inseparable from the broader campaign of hatred against the Jewish people and the Jewish state. Netanyahu also chided Australian leadership, pointing to a letter he sent the government which warned that their recognition of a non-existent Palestinian state could encourage more violence.
Australia Prime Minister Anthony Albanese defended his government’s decision to recognize “Palestine,” saying, “overwhelmingly, most of the world recognizes a two-state solution as being the way forward in the Middle East.”
Critics have argued that a two-state solution should be reached through negotiations between Israelis and Palestinians rather than preemptive unilateral declarations by other capitals.
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Dutch Police Arrest 22 After Anti-Israel Protests, Vandalism at Amsterdam Venue During IDF Cantor Performance
Anti-Israel protesters clash with police outside Amsterdam’s Concertgebouw, breaking through barricades and setting off smoke bombs during a demonstration against a performance by the IDF’s chief cantor. Photo: Screenshot
Dutch police arrested 22 people on Sunday after anti-Israel protests outside an Amsterdam concert hall erupted into violent clashes during a performance by the Israel Defense Forces’ official cantor.
Around 200 demonstrators gathered outside Amsterdam’s famed Concertgebouw to protest a performance by Shai Abramson, the IDF’s chief cantor, who has previously performed at several Israeli military ceremonies.
Even though Abramson was originally scheduled to lead the Concertgebouw’s annual public Hanukkah concert, the venue canceled his appearance last month following backlash over his ties to the Israeli military.
After the announcement sparked international outrage, the Concertgebouw offered Abramson the chance to perform at two private concerts later that evening while skipping the main Sunday afternoon concert.
Widely circulated on social media, footage showed anti-Israel protesters chanting antisemitic slogans, breaking through barricades, and carrying signs with inverted red triangles — a symbol used in Hamas propaganda to mark targets.
“October 7, 2023: The day indigenous people rose up against their occupier,” one of the signs read, referring to the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023.
Paar demonstranten gooiden een hek om. Paar agenten van de arrestatie-eenheid hebben ze met hulp van de ME uit de groep gehaald. Dat ging er hardhandig aan toe pic.twitter.com/dxtxPg1jsQ
— Jesper Roele (@JesperRoele) December 14, 2025
As riot police worked to contain the crowd and maintain public order, protesters set off smoke bombs, leaving one officer with minor injuries, Dutch News reported.
Local law enforcement arrested 22 people for offenses including violating assembly rules, possessing fireworks, and resisting arrest.
Het was een orgie van Jodenhaat, vandaag op het Museumplein en vlak voor de ingang van het #Concertgebouw, waar Holocaustoverlevenden werden uitgescholden voor nazi’s. Met instemming van een tokkie in toga.
Dit is racisme, dit zijn de nieuwe nazi’s, dit is het pure Kwaad. pic.twitter.com/Ho8DC9dQ4y— Bart Schut (@bpschut) December 14, 2025
On Monday, the anti-Israel group Pal Action NL claimed responsibility for vandalism at the concert hall, sharing photos on its Instagram account showing red paint splattered across the walls.
“Last night, after Het Concertgebouw allowed IOF war criminal and official cantor of the Zionist settler colony, Shai Abramson, to perform, some activists decided to pay a little visit,” the group wrote in its post.
“Het Concertgebouw now has Palestinian blood on their hands, and it will take a LONG time to wash away …” the statement read. “A warning to all other venues and institutions in the country considering platforming Zionists, don’t. Or we will be visiting.”
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Antisemitism Threatens US National Security, Analysts Warn
From left to right: Hudson Institute senior fellow Michael Scott Doran, Hudson Ravenel B. Curry III Distinguished Fellow in Strategy and Statesmanship Walter Russell Mead, and Hudson trustees chair Sarah Stern. Photo: Screenshot.
Geopolitical competition, the rise of artificial intelligence, and declining faith in the capitalist economic model and liberal democracy are contributing to the resurgence of antisemitism taking place across the Western world, some of the leading foreign policy experts in the US said on Friday during a conference held by the Hudson Institute in Washington, DC.
Titled, “Antisemitism as a National Security Threat,” the eight-hour event examined antisemitism as a challenge to the execution of a sound American foreign policy and a tactical advantage to “revisionist powers” such as China and Russia which aim to overturn the international order and supplant the US as the world’s leading superpower. Moreover, they stressed that the vanguard of the “new” antisemitism – Candace Owens, Tucker Carlson, and Nick Fuentes – are not new characters on the world stage but rather the latest iteration of a social type which has always emerged in periods of disruptive change to convert public uncertainty about the future into domestic upheaval.
One area that antisemites have identified as a stronghold is the rising field of artificial intelligence, Jude Rosenblatt, founder of an AI consulting firm, told attendees while appearing via webcam.
“The AI, unfortunately is quite antisemitic itself. We’ve done a lot of research about this. I can explain it in greater detail if you want, but it turns out that AI is very antisemitic and then when it undergoes safety training, it actually becomes more antisemitic. And it is very concerning that underneath the hood, AI is deeply antisemitic,” Rosenblatt explained. “But if it remains deeply antisemitic underneath the hood, then it’s going to, as it becomes more deeply incorporated into everything, people are going to increasingly lose agency to something which is antisemitic and is going to undermine all of our interests.”
The Algemeiner has reported extensively in recent weeks on how neo-Nazis, jihadi terrorists, and others have weaponized AI both to target the Jewish people and, more broadly, expand their propaganda, recruitment, and operations.
The conference also touched on the rise of the so-called “new right.” From the advent of the Cold War until the election of Donald Trump, the American right or “conservative movement” was associated with a “strong” and “active” American foreign policy consensus rooted in a pragmatic assessment of the national interest even as it often embraced a missionary project of spreading liberal democracy and capitalism around the world.
Recently, however, right-wing social media pundits such as Tucker Carlson and Nick Fuentes have argued for America’s retreating from the world stage by citing, implicitly and explicitly, antisemitic conspiracies which claim that Jews incite wars and social upheaval for profit and the pursuit of power. In doing so, they have uttered torrid encomiums to the leaders and governments of China, Russia, Venezuela, and Iran.
The lies and historical revisionism the new right promotes is poisoning public debate and creating a climate in which American leaders are incentivized to make poor strategic decisions for the sake of achieving short term political goals, according to experts.
“It started off with anti-Ukraine in the populist world,” Hudson Institute senior fellow and director of the Keystone Defense Initiative, Rebecca Heinrichs, said, speaking during a panel titled “The Grand Chessboard.”
“It’s antisemitism for the purpose of undermining Americans’ confidence in ourselves and in our post World War II role in the world. That is very dangerous because we can’t come to consensus on anything else we need from a grand strategy perspective if American scapegoat our problems to the Jews and if they believe that Israel is no longer an ally but it never was, and in fact that we were on the wrong side of World War II, which is now the narrative being pushed,” she continued.
The conference ended with a keynote address delivered by renowned scholar and foreign policy analyst Walter Russell Mead. An alumnus of Yale University, Mead’s most recent work includes his critically acclaimed examination of the US-Israel relationship titled, The Arc of the Covenant: The United States, Israel, and the Fate of the Jewish People.
Mead discussed antisemitism across the ages as one consequence of utopian social engineering and its perennial quest to construct societies unalloyed by outsiders and nonbelievers.
“When you want to have a comprehensive political order that embodies all good things and lays out rules for how everyone should behave and think and so on, you sooner or later run up against those stubborn Jews who will not bend to the need of Baal, who will not sacrifice to the emperor or whatever the element of the coercive element of your utopia is,” Mead said. “Today in the Islamist Middle East, we see the same thing, a utopia. If everyone would just accept Islam and live in the light of these eternal truths, everything would be fine. There would be justice, there would be prosperity, there would be freedom. But there are Jews.”
He continued, “The European union’s vision of a world of peace in international order keeps getting disturbed by that traumatizing presence of a Jewish state that follows the logic of its own survival rather than the idealistic hopes and dreams that we see in Brussels.”
Mead concluded by arguing that the American tradition offers not only a guide for building a society which, while being imperfect, is inclusive to all but also an antidote to antisemitism.
“Other people reject the American idea of a free society in favor of some kind of a blood and soil nationalism. Again, you’re just not going to get there because it’s kind of obvious that we’re sort of diverse. We’ve got a bunch of people from whose blood and whose soil is it going to be there?” he said.
Follow Dion J. Pierre @DionJPierre.