“This campaign for famous Czech fashion designer Jakub Polanka was named Beltine, after the Gaelic celebration of the beginning of summer held on May 1. During Beltine, people would burn big fires with magic, believing that they were burning all the bad after winter so the new and the fresh could come with the spring. The tradition is still very strong in Bohemian lands, and every May 1, you can see big fires, though people mistakenly call it the ‘burning of witches.’”
