Simone Legno discusses how his personal experiences shape his dynamic and colorful creations.
The Man Behind Tokidoki’s Artistic Universe
SINGAPORE — Simone Legno, the Italian artist and creative director of the globally beloved brand Tokidoki, has created a world filled with over 1,000 characters. From cute and quirky creatures to edgy punk rock figures, Legno’s art is a fusion of Japanese culture and his personal experiences, which he describes as a diary of his life.
Known for his distinct and colorful style, Legno’s work draws heavy inspiration from Japanese “kawaii” culture (cute culture) but also integrates punk rock elements, making it stand out in the world of pop art. His creations—like Cactus Friends, Unicorno, and Sandy—represent the diverse characters that have garnered legions of fans across the globe.
In a recent interview with Sumiko Tan, Legno shares how his inspiration flows from everyday life. He admits that his characters are an extension of himself and his experiences, offering a glimpse into his emotions and the moments he’s encountered.
Tokidoki’s universe has evolved over the years, expanding beyond the realm of merchandise, with collaborations that span from fashion to technology and sports. Legno’s creations continue to captivate, thanks to their playful yet rebellious tone, which resonates with a wide demographic.
As Legno explains, every character tells a story, and while each is unique, they all come together to form a larger narrative of his life. His art represents a world where fantasy and reality seamlessly blend, allowing for continuous creativity and fresh, innovative designs.
