Saudia has officially taken its signature style from the tarmac to the runway. The national carrier of Saudi Arabia made its fashion debut at Riyadh Fashion Week 2025, unveiling SV, a premium lifestyle brand inspired by the romance of flight and the spirit of Saudi creativity.
The show, held at The Roof at Al Mamlaka Social Dining, made a sleek presentation of 40 looks under the theme “Live to Fly.” The collection mixed aviation-inspired details, such as structured lines and fluid fabrics, with global fashion trends that gave each piece an effortless travel-ready vibe.
The collection was designed in collaboration with Saudi designer Mohammed Khoja, the creative mind behind the label Hindamme, known for fusing tradition with modern design. “Each piece carries the emotion of flight, confident, refined, and distinctly Saudi,” said Khoja, who’s no stranger to pushing boundaries regionally.
Khaled Tash, Chief Marketing Officer of Saudia Group, described SV as a natural evolution of the airline’s identity. “SV connects heritage with modernity, aviation with fashion, and Saudi creativity with the world,” he said.
The move marks Saudia’s latest step in expanding beyond aviation and into lifestyle branding, a trend that’s seeing airlines turn their image into full-fledged cultural statements.
Fans won’t have to wait long to get their hands on the new line; SV will launch its digital store this November, with more collaborations and seasonal drops on the way.
Looks like Saudia’s flying high this time, straight into fashion’s stratosphe
