Designer Richie Rich, left, and actress Pamela Anderson take their runway bow in Toronto last week. Rich describes the duo’s first collection for A*MUSE as ‘Malibu meets Andy Warhol.’George Pimentel
Fresh off a flight from New York, flamboyant designer Richie Rich is about to begin fitting models at the nightclub This Is London. But first, a drink. "We call this clown juice," he says gleefully, accepting a glass of champagne.
The "we" refers to former Baywatch actress Pamela Anderson, Richie's long-time BFF and now his collaborator on a new clothing line called A*MUSE, which was presented at a private event in Toronto last Thursday during fashion week.
As one half of the former cult hit label Heatherette, Richie is sure to apply a similar high-octane eccentricity to this collection, which he describes as "Malibu meets Andy Warhol." He says Anderson will remain an inspiration for the line but that together the duo plans to use a different sexy woman as a muse each season.
This means that Anderson, the buxom mother of two from Ladysmith, B.C., ostensibly becomes Canada's first celebrity fashion designer - and an eco-conscious one at that.
Rich confirms that his friend has played an active role in A*MUSE. The street- and swimwear line for men and women includes organic-cotton printed tees, hoodies and leggings, many screen-printed with an image of Pammy posing provocatively with Rich on roller skates. The pieces have yet to hit stores, but will be priced on par with the offerings of H&M and Urban Outfitters. There are also some additional ready-to-wear styles - a magenta lamé-and-tulle party frock, a spray-painted smocked and ruffled romper, a bedazzled men's bikini - that will be produced in limited quantities.
"Even if it's just a T-shirt, we want it to be a statement," says Rich, whose travel ensemble consists of four-inch Calvin Klein women's boots, harem pants, an Alexander McQueen T-shirt, glitter eyeliner and his signature newsboy cap.
It's easy to see why these two get along. Rich, who skated with the Ice Capades at 18 before moving to New York and becoming a professional club kid, lets out a "wheeee!" when he gets excited. Anderson, who joins him for an afternoon of interviews the following day, is the ultimate glitter girl; her heaving bosom - modestly displayed in a V-neck grey sweater dress - is covered in a thick green-ish layer of it. They are entrepreneurial in practice but kids at heart.
"Every time we stay in a hotel, we leave a trail of glitter out the door," says Anderson, who is sitting next to Dan Matthews, vice-president of People for the Ethical Treatment of Animals. Long associated with the organization, she is also starring in its latest multimedia campaign.
The cross-promotion is intentional. For all the titillating sound bites she provides - "I like to feel naked most of the time" - the actress wants the world to know that A*MUSE has been altruistically designed.
Rich, who jokingly calls Anderson "Canada's national treasure chest," sees the line expanding to include a PETA-approved fragrance, limited-edition sneakers and even a surfboard. "I think that in 25 years [the line]will be a collector's item," he says. "I don't know if we'll still be walking down the runway with it, but I think it will definitely be a piece of some type of fun pop-culture history."
In the meantime, he admits that his pal has taught him to rethink his own relationship with animal products, although he has yet to make too many sacrifices. "I'm just happy champagne is vegan."
Amy Verner