The actress and advocate teams up with NYC party kid Richie Rich to launch a vibrant statement with A*MUSE

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.

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.