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 , 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.