Departing from purely ideological or discursive perspectives, we argue that the aesthetic approach to populism provides a theoretical framework that integrates them both, emphasising the importance of political style and visuals. Representation plays a pivotal role in this framework, shaping the people–leader relationship—be it mandated, identity-based, or embodied. It uses emotional and symbolic resonance but also relational, performative dynamics to connect with constituents and counteract technocratic politics. This reveals how populist parties utilise similar rhetorical strategies, including “us versus them” affective and visual narratives, and the creation of charismatic leader figures, while adapting to evolving media landscapes. Finally, the interplay of utopia, dystopia, and counter-utopia is central in constructing narratives, collective identities, and mobilising support.