I create ImageWithThumbsField in a model like this:

image = ImageWithThumbsField(u"картинка", upload_to=UPLOAD_TO, sizes=(FRAME_THUMBNAIL_SIZE,))

But in the admin panel the field is still titled as "Image", not "Картинка".

Adding verbose_name and name params into line 163 in thumbs.py solves the problem:
super(ImageField, self).__init__(verbose_name, name, **kwargs)