Eco-Friendly A*Muse Fashion Collection Launched Via Pamela Anderson & Designer Richy Rich

Pamela Anderson is many things -- Babewatch (oh sorry, "Baywatch") icon, Playboy favorite, PETA spokeswoman, proponent of flotation devices -- and now, with her cohort Richie Rich of Heatherette fame, she will also take on the title of eco-friendly fashion designer.

First, a little history. Richie Rich made his mark in the world of "trash and flash" by forming a fashion label called Heatherette in 1999 with his then-boyfriend Traver Rains, which soon caught on among the Hollywood and MTV set.

According to New York Magazine, it didn't hurt that their fashion shows featured celebrity models such as the Hilton sisters, Mena Suvari, Lydia Hearst, Mya, Kelis, and some of New York's best-loved drag queens.

But, as with all good things, the label crashed and burned (once they lost their financial backing) and now, Monsieur Rich is teaming with Pammie to create a clothing line that reflects a "fun, sexy, surfer girl from Malibu meets Andy Warhol."

On the green front, their A*Muse collection of t-shirts, hooded jackets, beachwear, casual dresses and vegan shoes will be organic and animal-friendly and at least in the case of the tees and jackets, they will feature both designer's images emblazoned on the front.

Anderson and Rich will officially unveil their line at New Zealand's Fashion Week in Auckland on September 25, 2009, the first of many global stops throughout the U.S., Europe and Asia.