Time Inc.'s In Style has launched a quarterly offshoot - Your Look - that will acquire content by asking its style-conscious 16-20-year-old demographic to upload fashion photos on the magazine's website or MySpace profile for possible inclusion in the magazine, reports MediaWeek (via Consumer Lab).

Your Look is seen as a way to create future buyers of the 1.8 million circulation In Style, which Lynette Harrison, publisher of Your Look and In Style, said captures very few youthful readers.

"This is really the first of our brand extensions that has a very strong real-people element," said Harrison. "For this audience, it's absolutely critical to feel that their voice is being heard."

The 23 ad pages in the issue are heavy on fashion, beauty and retail. About half of the ads, which include DKNY and Esteé Lauder, already advertise in In Style, but Harrison expects that share to fall to 40 percent as Your Look eyes youth-oriented apparel, like current advertisers Rocawear and Bongo.