Refined, Yet Sophisticated

There's a new lifestyle magazine in town, and its name is not Seattle Metropolitan. It's called 425 and will launch in the fall. There's an extensive Web site up that reveals 425 to be basically Seattle and Seattle Metropolitan without the news—and without Seattle. So they likely won't be writing anything about the backyard landscaping project at the anarchist commune on Beacon Hill. Writes Editor-in-Chief Dana Ohler:

There's a different feel on the Eastside. A distinct aesthetic that sets it apart from the rest of the Puget Sound. Refinement, sophistication, and luxury find new levels of articulation here. Yet the feel is one of easy elegance, where upscale doesn't mean affected or stuffy.

What brought 425 to our attention was a press release announcing that Alexandra Hedin (pictured), a "local entertaining guru," will be the magazine's style editor. Says the news release: "As the release of 425 quickly approaches, Hedin is busy preparing delicious recipes and unique design ideas for the premier issue and launch party." Launch party? Some advice: Make sure the venue is big enough.

425 will be published by Preimier Media Group of Tacoma. Its other titles are Greater South Sound Home & Garden, Puget Sound Kitchen & Bath, Remodel South Sound, and Wedding & Event.