Saudia takes flight in fashion with lifestyle brand debut

RIYADH: IN a landmark moment where aviation meets high fashion, Saudia—the Kingdom’s national flag carrier—unveiled its new premium lifestyle brand, SV, in a dramatic runway debut at The Roof at Al Mamlaka Social Dining during Riyadh Fashion Week 2025.

Named after Saudia’s official IATA code, SV reimagines the airline’s storied legacy through a contemporary lens. More than a fashion line, it signals Saudia’s strategic leap into lifestyle branding, expanding its identity far beyond the cabin and into the global cultural arena.

Under the evocative theme “Live to Fly,” models swept down the runway in 40 meticulously crafted pieces inspired by travel and the poetry of flight. Clean silhouettes echoed the geometry of aircraft wings; textures evoked the fluid movement of air; and accessories blended practicality with luxury—creating a collection rooted in motion, sophistication, and individuality.

At the heart of SV’s debut lies a creative partnership with renowned Saudi designer Mohammed Khoja, founder of the internationally acclaimed label Hindamme. Known for fusing heritage with modernity, Khoja brought a distinctly Saudi sensibility to the project, weaving cultural motifs and innovative design elements into a globally relevant collection.

“Collaborating with Saudia on SV was an inspiring opportunity to translate the elegance of aviation into fashion,” said Khoja. “Each piece carries the emotion of flight—confident, refined, and distinctly Saudi.”

For Saudia, SV represents a new chapter in brand evolution. Khaled Tash, Chief Marketing Officer of Saudia Group, emphasized the significance of launching the brand at Riyadh Fashion Week:

“SV is an extension of Saudia’s spirit. Just as we connect people across the world, SV connects heritage with modernity, aviation with fashion, and Saudi creativity with global audiences. This debut is a proud milestone that celebrates our role as both a national carrier and a cultural ambassador.”

The launch marks only the beginning. A dedicated digital store will open in November 2025, making the inaugural SV collection available to customers worldwide. Saudia has also revealed plans for future collaborations and seasonal releases, promising a dynamic new frontier where travel and style continue to intertwine.

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With its bold entrance onto the fashion stage, SV signals a vision of Saudi creativity that is confident, modern, and ready to fly.