Start Today, operator of ZOZOTOWN, will launch a new e-commerce site called "LA BOO" on September 25th, aimed at women in their teens and twenties. Popular British model Cara Delevingne has been appointed as the site's fashion icon. She will appear in various promotions, including television commercials, transit ads, and magazines, which will begin with the launch of the service. The creative director is London-based fashion photographer Liz Collins, who is a close friend of Cara. The new shopping site, "LA BOO," will feature official online stores for over 100 girls' brands, including Moussy, Snidel, EMODA, Cecil McBee, Sly, Rienda, and Murua. Among international brands, Topshop will open two online stores, following its launch on ZOZOTOWN. "Since Zozotown's women's section has a strong image of being a select shop, and the core demographic is 32-33 years old, we have been planning a new project aimed at girls' brands for some time. We decided on the name of the site, LA BOO, and we started moving forward in concrete terms this spring. This time, the theme is an 'exciting' site, and the site design and photo shoot models are in line with the tastes of the participating brands. Carla's slightly mischievous character is very popular with this generation, and we are excited to have been able to hire a supermodel, which is something that has not been done before for a fashion e-commerce site," said Daichi Toriyama, manager of LA BOO.