Artist emiko oye told Smithsonian Magazine that as a child she avoided playing with LEGO sets because of the brand’s boy-centric design and advertising. However, her contribution to the Smithsonian’s Craft2Wear event in October 2014 offered reclamation of the small building blocks for women and girls. Using plastic LEGO pieces, oye fashioned bold bracelets and intricate necklaces that rival the high-end geometric baubles seen on runways around the world.
Founded in 1932, LEGO got its name from the Danish phrase “leg godt,” or “play well.” First produced by LEGO in 1949, the plastic, inner-locking bricks allow children of all ages to assemble endless systems of buildings and pathways. Today, LEGO features female characters and a wider range of building sets in its product line to attract young girls. oye says she noticed the ability of LEGO to inspire young minds. “I saw this media that was limitless, pretty much, and always changing and evolving … [and]… everybody has a connection to LEGO in some way … Their eyes light up when they see my work because it touches in them something very personal and that’s how jewelry really is.”
Photo: emiko oye.