Director Leonie Miller-Aichholz Takes Us Behind the Scenes of the Singer’s Latest Music Video, and Shares Exclusive Polaroids From the Shoot

The music world is abuzz with the release of Kim Petras’s latest single, "Jeep," accompanied by a visually arresting music video that captures a nostalgic yet distinctly modern interpretation of American youth culture. Directed by Leonie Miller-Aichholz, the video, unveiled today ahead of Petras’s forthcoming album Detour, delves into a fabricated "Americana Tumblr fantasy." This concept, born from a cultural observation, explores how a generation of European youth synthesized their understanding of the United States through the curated lens of early social media platforms. The video’s rich tapestry of references, from Skippy Peanut Butter and Jeffrey Campbell Litas to colorful cigarettes and Brandy Melville-esque layering, paints a vivid picture of this digital-age idealism.

The Genesis of an "Americana Tumblr Fantasy"

The inspiration for the "Jeep" music video, as revealed by director Leonie Miller-Aichholz, stems from a personal anecdote shared by Kim Petras. "Kim told me a story about going on a date with an American guy, and getting in his truck and saying ‘nice Jeep,’ and him getting kind of offended that she got his truck’s brand wrong," Miller-Aichholz explained in an exclusive interview. This seemingly small misunderstanding illuminated a broader cultural phenomenon: the divergence between European perceptions of America and its actual reality, often mediated by online imagery. "That kind of sparked the idea of how Europeans have certain ideas about America that are probably far from reality, built from what we see online, and how a lot gets lost in translation," Miller-Aichholz continued. The result is a "hybrid world that isn’t American and isn’t European – it’s a mix of both with a lot of internet sprinkled on top." This conceptual foundation allowed Miller-Aichholz to construct a visual narrative that is both deeply personal to Petras’s experience and universally relatable to anyone who has ever formed an idealized image of a place or culture through digital means.

Filming in the Fabricated American Landscape

The video was strategically shot in two distinct yet complementary locations: the seemingly nondescript countryside of rural France and a deliberately unglamorous apartment in Paris. Miller-Aichholz elaborated on the choice of these settings, stating, "Literally in the middle of nowhere in France. The funny thing about Paris is that everything is so concentrated. As soon as you drive an hour west, you end up in what I call Potato Europe: landscapes that could technically look like anywhere in France, Germany, Austria, Slovenia or Poland." This choice of "Potato Europe" was crucial in de-emphasizing any specific European landmarks, allowing the visuals to evoke a more generalized, imagined American rural setting. The Parisian apartment, conversely, was selected to subvert expectations of the city’s typically romanticized aesthetic. "The apartment location in the city was crucial too, to avoid the stereotypical, luxurious Paris aesthetic – somehow it all needed to kind of look like America," Miller-Aichholz noted. This deliberate juxtaposition of seemingly ordinary locales, imbued with a specific cultural interpretation, underscores the video’s central theme of constructing reality from online fragments.

The Enduring Allure of the Tumblr Era

Miller-Aichholz offered insight into why this particular aesthetic, heavily influenced by the Tumblr era, held such significant sway. "The peak Tumblr era allowed for such dreaming," she stated. "We were essentially vision-boarding constantly. There’s not much dreaming happening online today. We know too much, see too much and most interactions are monetised." This sentiment speaks to a perceived shift in the digital landscape, from a space of aspirational creation and personal expression to one dominated by commercial interests and hyper-connectivity. The director further reflected on the nostalgic appeal of this period: "It’s easy to romanticise things of the past, but at the same time it really was exciting, and slightly more innocent. We felt like we were discovering something bigger. It’s an experience we shared as a generation, and now share the nostalgia for it. We probably just miss feeling together." This emphasis on shared experience and a sense of collective discovery highlights the powerful role that early social media played in shaping generational identity and fostering a sense of community, even across geographical divides.

Key Visual Elements and Behind-the-Scenes Details

The "Jeep" music video is replete with specific visual cues designed to evoke the desired "Americana Tumblr fantasy." These include hyper-saturated pastels, festival wristbands, Froot Loops, and a particular styling that echoes the layered, casual aesthetic popular on platforms like Tumblr and later, VSCO. Miller-Aichholz pointed out a specific detail that she hopes viewers will notice: "I hope people notice the purple Maybelline mascara. I really can’t say why, but that was an it-piece to own at the time. I don’t even know if Americans had this too? But over here we loved her." This seemingly small detail underscores the cultural nuances and micro-trends that defined the era, contributing to the authenticity of the imagined world.

When asked about her favorite shot, Miller-Aichholz selected a scene that encapsulates the video’s core concept: "Probably the balcony scenes where Kim is wearing the August Barron princess dress with the pink dip dye hair. Aaron lurking in the background smoking cigarettes. This felt like the Tumblr fantasy coming alive in real time, and I always love a princess dress moment." This moment, combining high fashion with a sense of casual rebellion, perfectly illustrates the fusion of aspirational imagery and relatable youth culture that defines the "Jeep" video.

The Broader Impact of Digital Cultural Synthesis

The "Jeep" music video serves as a compelling case study in how digital platforms have reshaped cultural exchange and the formation of identity. By examining the ways in which European youth, particularly during the height of the Tumblr era, constructed their understanding of American culture, the video offers a nuanced perspective on globalization and the power of digital dissemination. The phenomenon described by Miller-Aichholz—where a generalized online perception of a country can become more influential than its lived reality—is not unique to this specific instance. It speaks to a broader trend where curated online aesthetics can create powerful, albeit sometimes illusory, cultural touchstones.

The success of "Jeep" in resonating with audiences can be attributed to its ability to tap into a shared sense of nostalgia for a specific digital era, while simultaneously offering a contemporary artistic interpretation. The video’s exploration of themes such as idealized perceptions, cultural translation, and the enduring power of digital communities provides fertile ground for analysis. As social media continues to evolve, the "Jeep" music video stands as a vibrant testament to its profound influence on how we perceive the world and our place within it, offering a unique blend of personal narrative and collective digital memory. The release of "Jeep" also signals an exciting new chapter for Kim Petras with her upcoming album Detour, suggesting a continued exploration of themes that resonate with her global fanbase.