SINGAPORE — In the trippy world of Tokidoki founder Simone Legno, girls with neon pink fringes wearing cactus outfits befriend cow-cosplaying characters wielding nerf guns and tackling Godzilla monsters.

“When I was in kindergarten, my teachers would put my drawings around the room. Even in high school, the margins of all my books would have drawings on them. My table was a piece of art!”

Nowadays, his creativity has morphed into a lifestyle brand heavily informed by the kawaii (or cute) aspects of Japanese culture — not least would be the characters he has created.

“Characters are a form of expression and they’re very direct. Cute characters can transform something very complicated into something very simple and strongly expressive,” said the 37-year-old Italian artist, who was in Singapore to promote Tokidoki’s latest character, the leopard Palette. It debuts as the face of LeSportsac’s new Fall 2014 collection, marking the American bag brand’s 40th anniversary.

Q: What is one thing you can’t live without?

A: My collection of vintage Japanese robots. The price ranges from US$100 (S$125) to US$6,000 to US$7,000. The most I’ve spent on a robot would be US$8,000 to US$9,000. If my parents or wife knew, I’d be dead. (Laughs) I buy them because after they show up, you won’t probably see them again for the next 15 years. But I’m also the kind of person who feels guilty once I spend money. I didn’t grow up in a rich family.

Q: Any fashion tips and tricks for us?

A: I don’t know if it’s a tip, but I don’t like it when (a person shows that he or she is wearing) too many brands. I don’t think it makes you classy to wear a big Gucci belt, Gucci shoes and a Gucci hat. Style is not about the brand. There is the person who buys the big D&G logo and then there’s the person who buys D&G clothes that don’t show the brand. It’s more stylish when you have a basic outfit, where the brand doesn’t make you who you are. I don’t do the sunglasses and the fur, and be all bling-ed out. The trend right now is simplicity, compared to five or six years ago. I think it’s the reflection of fast fashion.

Q: What would you consider fashion must-haves for men?

A: I like very classic things. For example, when you see me dress up, it’s elegant. My wardrobe would be very basic. I like the basic black suit and tie, like a Dolce & Gabbana man. I’m also a huge collector of hats. I have fedoras. They’re a classic from over a hundred years ago, but one of those things that hasn’t changed fashion-wise. I also like my sneakers simple and not too basketball-ish. T-shirts and trousers shouldn’t be baggy — I like fitted clothing. As for accessories, I like it when men carry bags, especially totes. It’s something that’s more common in Asia and Europe.

Q: Top fashion staples for women?

A: I like high heels. It really depends on the outfit and the designer, but Louboutins are a classic. Of course, a mirror. The right amount of make-up, where it’s not too heavy. I like it when clothing is kept simple and plain, but (paired) with flashy accessories, like bags, jewellery or eyewear. It’s fun and artistic.

Q: So what’s Simone Legno’s recipe for success?

A: I work 16 to 18 hours a day all the time. (You should) always be very serious, professional, reliable and strict with yourself. Also, try to innovate, don’t copy. We’re the Internet generation so, if you copy, it will come out. And once you’re seen as a copycat, it will be hard to convince (others) that the other ideas are yours. LAETITIA WONG