LOS ANGELES, March 12 /PRNewswire/ -- The Los Angeles Times today announced the debut of IMAGE, the premier destination dedicated to SoCal’s unique perspective on fashion, beauty, shopping and style and with an eye on the international scene beyond. From surfer boys to red carpet queens, from the cult of yoga to the cult of cosmetic surgery and from the street chic of East L.A. to the glam parties of Beverly Hills, IMAGE is a smart cultural observer of L.A.’s greatest obsession: the way we present ourselves to the world. IMAGE launches on Sunday, March 18, 2007 with a monthly Sunday print section and vibrant, eclectic, 24/7 web companion (www.latimes.com/image). The print section will transition to weekly distribution in early September. "Los Angeles is the ’city of buzz’ where image matters, and clearly our readers, users and advertisers will connect with our new IMAGE section," said Dave Murphy, Executive Vice President and General Manager of the Los Angeles Times. "Image gets SoCal culture -- from the clothes you wear, to the slang you use -- it’s all about self-presentation and the rest of the world is watching."

At the helm of IMAGE will be The Times Deputy Features Editor Michalene Busico, Consulting Editor (and former Women’s Wear Daily West Coast Bureau Chief) Rose Apodaca and Booth Moore, the acclaimed Times fashion critic. In addition, Staff Writers Valli Herman and Mimi Avins will contribute to the section, along with two new hires: Fashion Market Editor Melissa Magsaysay, formerly of WWD and Staff Writer Adam Tschorn, formerly West Coast Editor of DNR.

"The Times can cover Los Angeles’ influential world of fashion and style in a way no one else can. IMAGE will be deeply rooted in this city, but with a perspective that reaches the international runways and streets," said Associate Editor John Montorio. "It will be a smart observer of some of the defining passions of Angelenos -- but with a depth and intelligence that transcends the typical discourse."

IMAGE promises a host of regular columns and features, including Booth Moore’s "Style Notebook," a critical look at the global intersections of fashion and pop culture; profiles of the industry’s most important players, style icons and insiders; a "Your Stylist" advice column featuring a rotating cast of prominent experts; "L.A. Style Files," a snapshot out of the archives of stylish Angelenos; "The Waitlist" and a comprehensive guide to new stores, sample sales, warehouse sales and more.

IMAGE’s online introduction promises daily updates, video direct from the runways, multimedia interviews and photo galleries direct from LA Fashion Week. In addition, users can expect a daily style item hand-picked by the Image staff; photo galleries from New York, London, Paris and Milan Fashion Weeks; a weekly shopping column; an interactive, user generated "street style" element and links to video shorts from designers.