Richie Rich Mercedes Benz Fashion Week Spring 2011 The Tents at Lincoln Center September 9, 2010 Written by Wendy R. Williams Photographed by Cindy Ord Opposite Photo: Richie Rich and Ellen DeGeneres

Richie Rich, who launched Heatherette in 1999 with the help of his then partner, Trevor Rains, showed his own Richie Rich line at Mercedes Benz Fashion Week. This was Richie's second solo show. In February of 2010, Richie hosted a fashion show with the help of his then muse, Pamela Anderson (see our coverage of the February 2010 show).

There have been a lot of changes since 1999, or even since last winter. Richie changed his muse, from the tardy Pamela Anderson to the always reliable (and funny) Ellen DeGeneres. Richie's line for Spring 2011 has also grown up. There are still a lot of shock-rock-rags - punked out fetishist underwear - but also a group of very wearable and very pretty sun dresses.

Richie has always had a gift for hosting an outrageous and fun show, but this September, he showed a line with designs that can go straight from the runway to the department store racks. Good job!

According to the Mercedes Benz website, Richie is now designing under the label Popluxe by Richie Rich.

Richie Rich and Ellen DeGeneres	Richie Rich and Ellen DeGeneres

Ellen DeGeneres