Rizzi creates effortlessly cool and modern - coined 'POP Wear'. His collection began with a line of colourful print dresses, inspired by his life growing up in New York and frequent visits to Time Square as a kid. There he fell in love with commercial fashion and its close links with popular culture, a return to the material realities of people’s everyday lives, and away from styles he considered to be pretentious and over-intense. Rizzi’s design goal is to “draw on popular imagery and people of everyday life, in this way seeking to elevate popular culture to the level of high fashion”. His designs combine modern elements of Chinese clothing, and international pop media, blurring the boundaries between "high" art and "low" culture. Perhaps owing to the incorporation of iconic images, RACINGKING under the helm of Rizzi, has become one of the most recognizable styles in modern fashion.