Chuck Bass in Dirndl fever?
Ed Westwick & Lara Rúnarsson for Krüger
Gossip Girl star Ed Westwick and influencer Lara Rúnarsson add international flair to Krüger’s Fall/Winter campaign.
Ed Westwick is the new face of Krüger and, together with Lara Rúnarsson, presents the highlights of the season. The actor and style icon takes center stage in Krüger’s Fall/Winter campaign, shot against the picturesque backdrop of Lake Tegernsee. Already last year, Ed Westwick appeared alongside Krüger at the Munich Oktoberfest. Now, the collaboration enters a new, stylish chapter – a perfect match: charismatic, fashion-conscious, and with an authentic connection to Bavarian joie de vivre, the actor seems tailor-made for the traditional fashion house.
Ed Westwick:
“My favourite thing about wearing Tracht is the history, the sense of culture. As an actor I play dress-up all the time & wear fictional designs that hopefully contribute to telling a story – and that’s kind of what this is, but it’s actually real. It’s part of a heritage and a culture, so it’s fun to embrace that. It was fun to go to Oktoberfest, wear the Lederhosen – my wife was in the Dirndl – and we had a great time.”
The campaign is a homage to the modern facet of Tracht, combining international allure with stylish storytelling and showcasing just how versatile dirndls and lederhosen can be today. From classic silhouettes with refined details to fashion-forward statements – Krüger once again proves how traditional attire can be staged in a contemporary way. Alongside Ed Westwick, Lara Rúnarsson completes the campaign duo with feminine charm and authentic presence.
“I feel like you can wear it anytime – it’s a statement piece.” – Ed Westwick.
Whether at Oktoberfest, for special occasions, or in everyday life with a fashionable twist – Krüger looks prove that Tracht is no longer reserved just for Wiesn season. With thoughtful cuts, high-quality materials, and great attention to detail, the designs can be styled in countless ways and elegantly integrated into different aspects of life. Each dirndl and every pair of lederhosen becomes a true statement piece – timeless, full of character, and surprisingly modern.
You’ll find the full interview with Ed and Lara in our printed magazine!