Richie Rich sauntered into Cafeteria dressed to thrill. Heads spun to soak up his arrival on the deluxe Chelsea diner final month sporting a crimson fedora, a mottled inexperienced leather-based jacket and lavender shades, which he dropped to indicate off blue-tinted lids slicked with beneficiant lashings of glitter.

“This is my day look,” he mentioned. “For night I just put on more makeup.”

Day or evening, he likes to make an entrance, a behavior he perfected throughout the ’90s, when he was a marquee member of the Club Kids, a raffishly ingenious post-Studio 54 clan fanning its plumage at Limelight, the Tunnel and different fabled New York City nightspots. Long earlier than the arrival of web influencers, they lured followers and raised eyebrows, flaunting their gender fluidity and homespun fashions on speak exhibits and within the tabloids.

By the early 2000s, Mr. Rich had parlayed his notoriety right into a stridently subversive trend label, Heatherette, that drew Paris Hilton, Kim Kardashian and Debbie Harry as followers. The line shuttered in 2008.

There had been hole years, a long time in actual fact, throughout which Mr. Rich supported himself principally, he mentioned, by stitching customized designs for a clutch of lesser-known personal purchasers together with YNG Zuck, a music artist, and Pachi Lake, a TV and trend persona.

Now he’s again, courting a brand new breed of fashion renegade with a digital membership of his personal.

His newest enterprise is Btykwn (pronounced “beauty kween”), which payments itself as a metaverse for make-up fanatics, improvised magnificence lab and, come late spring, a purveyor of gender-free make-up. Mr. Rich envisions the platform as an advert hoc collective the place magnificence fanatics of each gender and stripe can launch their internal diva.

“Whoever you are, we want you to be you, we want you to feel fabulous,” he mentioned as he sipped a Virgin Mary — “That’s a Mary without the alcohol,” he felt the necessity to clarify.

A sweet-natured promoter, he was addressing an imagined fan base of “freaks, punks, princesses and outcasts,” as its promotional copy proclaims, who he hopes will flock to the location as a secure house. Its motto: “If you don’t fit in, stand out.”

Because the neighborhood is digital, “you can join on the phone from any part of the world in the privacy your bedroom,” he mentioned, urging followers to “be at the party,” and, within the lingo of extreme-makeup fanatics, “Boom! Beat your face.”

He partnered with Mister D, the cosmetics and occasions impresario who helped make the make-up artist François Nars a family title within the Nineteen Nineties, and who’s funding the brand new platform via Ultra Access, his model administration and funding firm.

“People will sign up, share their stories, talk about social issues, fashion, style and TV,” Mister D mentioned. “They’re not coming to us as a typical purveyor of nail polish.” Since it began in March, the location has drawn about 10,000 members, in keeping with Mr. Rich.

Mr. Rich, the irrepressible ringmaster of this on-line circus, has hardly deserted his over-the-top aesthetic, one which, on reflection, was properly forward of its time. Built on futuristic fantasy, its impression is discernible now in pop tv fare like “Euphoria,” and “Glow Up,” a British tv competitors during which aspiring make-up artists showcase their aptitude with neon tints and blush.

It can also be seen amongst a constellation of laptop generated “It” ladies together with Lil Miquela or Imma, and evident within the sort of surreal results — jeweled eyes, vinyl lips and iridescent pores and skin — proliferating on the metaverse. And that’s to say nothing of the influencers peddling their make-up wizardry on TikTok, YouTube and Instagram who’re catching up with Mr. Rich.

Somewhat demurely, he acknowledged his legacy. “We were not reinventing the wheel,” he mentioned. “We just, without realizing it, did something that’s real to a new crowd of kids.”

At 51, he’s certainly one of them at coronary heart. Growing up in San Jose, Calif., Mr. Rich (born Richard Eichhorn) was aware of being an oddity. As he likes to say, “I came out at birth with glitter on my face.” In his teenagers he was a determine skater, touring for a 12 months with the Ice Capades. “Being a boy, that wasn’t so popular,” he mentioned. Not that it fazed him.

As far again because the third grade, “I used to dream of looks I would be wearing to school the next day,” he mentioned. “I would wake up and be like ‘Mom, where’s that satin disco glitter jacket,’ and she was like, ‘What are you talking about? You don’t have that in your closet.’”

His two brothers launched him to the musical and stylistic inventiveness of David Bowie and Debbie Harry. “Little bro, you’re like them,” he remembers being advised. “I was 10 at the time, but they recognized the artistry in me.”

By his teenagers, he was sneaking out of the home with pals to One Step Beyond, an area membership. “We were all doing makeup in the bathroom,” he mentioned, “then going out dressed up in lipstick, hot pants and roller skates.” At 17, he ventured with pals to San Francisco, the place Julie Jewels, a founding member of the Club Kids, found him and inspired him to affix her scene in New York.

In Manhattan he found a house and showcase for his extravagant preening, befriending the Club Kids’ founders Michael Alig, James St. James and others. The Club Kids’ affect peaked in mid late ’90s, dissolving when Mr. Alig and his roommate Robert Riggs pleaded responsible in 1997 to manslaughter within the killing and dismemberment of their fellow membership habitué Andre “Angel” Melendez — a sordid denouement during which Mr. Rich had no half.

Part artist, half provocateur, Mr. Rich went on to work with Susanne Bartsch, a producer of outré nightlife occasions, earlier than teaming with Traver Rains to design T-shirts and leather-based put on out of Mr. Rains’ condo. He drew the discover of Patricia Field, the stylist and costume designer, and earlier than lengthy was whipping up items for Gwen Stefani, Sarah Jessica Parker and Foxy Brown.

Thus was born Heatherette, with standout seems that over time included tartan promenade attire, voluminous “cotton candy” bubble skirts and a stole cobbled from dozens of Hello Kitty dolls. Made up of novelties not readily present in shops, the label put an irreverent spin on the idea of disposable stylish.

When it ceased operations for causes undisclosed, Mr. Rich labored to maintain his title alive. With his good friend Pamela Anderson, he launched A*MUSE, a line of one-of-a-kind T-shirts, beachwear and attire. “We are like a little circus of misfits,” Ms. Anderson advised Blackbook on the time, “living little wild lives that just fit together and are somehow complementary.”

In 2010, Popluxe by Richie Rich, a set of day and night one-offs, made its debut at Lincoln Center, with Ellen DeGeneres performing a star activate the runway. By 2016, he was again with Rich by Richie Rich, a set and fall present supposed to focus on L.G.B.T.Q. rights, local weather change, immigration and different urgent social points.

There had been darker moments within the intervening years. In 2013, the tabloids reported that Mr. Rich was arrested in Manhattan for failing to pay a lodge invoice. He defined that he had assumed on the time {that a} shopper had paid prematurely. On his launch, he paid the invoice in full.

“It all seems laughable now, but it at the time it wasn’t,” he mentioned. “Being a Club Kid, people, were always expecting you to mess up and derail.”

Defying expectations, Mr. Rich continues to indicate off his items on Btykwn, the place he might be seen smearing sizzling fuchsia on his lips or scrawling an outsize coronary heart on his cheek. He is one in a group of regulars that features Kevin Aviance, a drag performer and nightclub persona, and Desmond is Amazing, a 14-year-old TikTok star, all cropped hair, kohled eyes, and little gingham attire.

“I was drawn to Desmond,” Mr. Rich mentioned, “because on social media he would emulate the lips I was doing as a Club Kid.”

Mr. Rich hopes finally to enlist a roster of pop entertainers, celeb make-up artists and influencers keen to share their magnificence routines and carry out on-line. He imagines Madonna, whom he first met within the ’80s, “getting on our air and giving us all her makeup secrets.” One can dream.

Not simply daunted, Mr. Rich is adamant that magnificence is the fashion world’s subsequent frontier, a promising area for giddy theatrics and nervy self-invention. “Real innovation is happening in beauty, not on the runway,” he mentioned, its components extra adventurous and accessible to the younger.

He is banking on the adage that what goes round comes round, a notion he has nurtured since arriving on the scene. As he declared in a 1993 interview with the speak present host Phil Donahue, in terms of self-expression, “We’re all future superstars.”

How prescient was that assertion? We will discover out quickly sufficient.