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tokidoki
 
     
  by Fashion Editor, Bory Tan, The Doll Service  
  © 2006 beverlyhillspeople.com  
 
Talk about Simon Legno on the messageboard or start a new topic.
 
  Move over Hello Kitty and Paul Frank there is a new illustrator in town who is taking over the cute and playful fashion scene. 29 year-old Simone Legno is the creator behind the new brand Tokidoki. Highly recognized for the latest LeSportSac designs (the Luna Series), Tokidoki is a happy world that is delightful, charming, whimsical, and pure, with a sophisticated sexy edge. It transmits a positive feeling through everyday simple objects.

Good design runs in the family
Born and raised in Rome, with a mother who is a classical art painter, Simone has always loved to draw. As a kid he carried boxes of broken and chewed up colored pencils with him wherever he went. Simone’s fascination with Japanese culture started at an early age. He and his older brother grew up in the 80’s when Italy was bombarded with Japanimation cartoons and comics. Simone is deeply intrigued by everything about Japan, from the beauty of their tradition, to the super pop flashy aspects of the super modern cities, and most of all, it’s people.

“ I love their kindness, politeness, and seriousness. Yet they can be very funny, playful and extremely creative,” says Simone.

 
 
Tokidoki means "sometimes" in Japanese. Simone creates a dream-like world with his signature characters: Cactus Friends, Milk Carton and Tulip. They transmit a positive childlike innocence in which he believes everyone has within himself or herself.

Simone also integrates a modest sexiness to his art with beautiful Japanese women with delicate postures and pop flair to them. Growing up in the Punk scene in Rome, Simone likes to mix edginess to his soft illustrations as well, by incorporating girls with tattooed sleeves and bright colored hair with darling and cunning characters.

The personal website that launched his career
Tokidoki started out as a personal website a few years ago, a place for Simone to displa y his art. In early 2003 the co-founder of Hard Candy Cosmetics had seen the website and had fallen in love with the adorable concept of Tokidoki.
tokidoki
     
  They immediately flew Simone out to Los Angles and made him an amazing offer to move from Rome to Los Angeles to build Tokidoki into a brand to share it with the world. They believed that everyone should experience the cute and playful world of Tokidoki.

By 2004 Tokidoki became an apparel, art and lifestyle brand. With the rapid growth of the company, Tokidoki was able to expand their line to: vinyl toys, skateboards, iSkins, jewelry, watches, knitwear, sportswear, and accessories.

In January 2006 Tokidoki collaborated with LeSportSac in co-branding a project called Tokidoki for LeSportSac, which launched worldwide. The line of bags sold so well that LeSportSac extended Tokidoki’s contract for another five seasons.
 
     
tokidoki Current and future projects
Tokidoki also does advertising and new media design for various other well known names including: Volkswagen, MTV, John Galliano, Champion, Toyota, Renault, Daihatsu, BenQ, Microsoft, Narcotic Bureau of Singapore, Telecom Italia, TIM, Mercedes-Benz Fashion Week L.A. 2005, and many more. Simone’s next project involves collaborating with the Italian fashion brand Fornarina in creating a Tokidoki fashion line disturbing throughout Europe.

To find out more about Tokidoki products and recent Tokidoki news, please log on to www.tokidoki.it.
 
     
   
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