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Saudia has introduced its new premium lifestyle brand, SV. The exclusive unveiling took place during a dedicated runway show at The Roof at Al Mamlaka Social Dining, as part of the prestigious Riyadh Fashion Week 2025.
Drawing its name from Saudia’s IATA code, the SV brand honors the airline’s rich legacy while showcasing a bold, contemporary vision of Saudi creativity. This launch forms a key part of Saudia’s strategic expansion beyond aviation, positioning the brand at the intersection of travel, culture, and lifestyle.
Under the theme “Live to Fly,” the debut collection featured 40 runway looks inspired by the spirit of travel. Blending aviation-inspired details with modern global trends, the line includes apparel, travel essentials, and accessories designed for sophistication, mobility, and individual expression.
The collection was developed in collaboration with acclaimed Saudi designer Mohammed Khoja, founder of the fashion label Hindamme. This partnership reflects a shared vision of uniting cultural heritage with forward-thinking design, highlighting the evolution of Saudi creativity on the world stage.
Designer Mohammed Khoja shared, “Working with Saudia on SV allowed us to capture the elegance and emotion of flight. Each piece is confident, refined, and proudly Saudi—bridging tradition with a global outlook.”
Khaled Tash, Chief Marketing Officer of Saudia Group, added, “SV is a natural extension of who we are. Just as we connect people worldwide, this brand connects heritage with innovation, aviation with fashion, and Saudi talent with international audiences. Launching at Riyadh Fashion Week is a proud moment that reinforces our role as both a carrier and a cultural ambassador.”
The Fashion Week debut marks only the beginning for SV. A dedicated digital store is set to launch in November 2025, making the collection available to a global audience. Future releases will include exclusive collaborations and seasonal collections, continuing to build on this visionary fusion of flight and fashion.
