Richie Rich to Launch Brand

The former (more glamorous) half of Heatherette  is launching his own label and lifestyle brand. In a move that may be very unexpected, the designer's first namesake show will take place at the Waldorf Astoria, far from the kitschy glamour normally associated with Rich.

Another turn from past expectations, Rich promises more wearable clothing, most of which will fall into the Juniors market and will start around $29  because "All the kids that reach out to me, they’re young and they don’t have disposable cash a lot."

But don't think he's gone too far from his known aesthetic: although the show will be at the Waldorf and will open with eight ballet dancers, Rich's muses Lydia Hearst and Amanda Lepore will grace the runway, and his clothes will still have that Richie Rich pop.

Looks he's debuting include ruffled silk chiffon and silk charmeuse dresses, kitschy lip prints, graphics inspired by Keith Haring and swimsuits that ignore seasons in what Rich describes as a “happy palette” of hot pink, neon yellow and robin’s egg blue. This show will also debut his line of sneakers, created in collaboration with Vans, to be sold during the Holiday Season.