The Kingdom’s national carrier has stepped onto a different kind of runway. It was only a matter of time before it took its story from the skies to the streets. Saudia has launched SV by Saudia Airlines, a new clothing brand that made its debut at Riyadh Fashion Week 2025. The line introduces a clean, travel-inspired look that ties together heritage, comfort, and the feeling of movement.
A Launch Above the City
The debut show took place on The Roof at Kingdom Center Tower, one of Riyadh’s most recognized landmarks. Under the city lights, models walked in sharp silhouettes that carried the confidence of an airline brand stepping into a new world. It was a signal of how national identity and creativity can coexist in a modern way.
From Flight Code to Fashion Label
The name SV by Saudia Airlines comes from the airline’s IATA code, a small but clever nod to its aviation roots. It’s the detail that stays true to Saudia’s history while shaping a new lifestyle direction. Since its beginnings in 1945, when King Abdulaziz received the first Douglas DC-3 aircraft, Saudia has evolved into one of the Middle East’s leading airlines. Now, it carries that same legacy into a new form of design.
Live to Fly – The Theme Behind the Line
The debut collection, titled Live to Fly, takes cues from both nostalgia and futurism. Every piece carries an understated reference to flight. You notice it in the clean lines, structured fits, and the subtle use of Saudia’s signature green and white, accented with blue tones that hint at sky and motion.
What the Collection Includes
The pieces lean toward athleisure and streetwear, built for travel and everyday wear. The collection features:
- Bomber jackets with embroidered flight details
- Polo shirts with minimal branding
- Joggers that balance structure and ease
- Jumper dresses that move well and feel effortless
Each item connects back to the idea of travel. They feel practical, yet stylish. Clothes you could wear to the airport or a casual evening in the city.
Mohammed Khoja Brings the Vision Together
The creative direction comes from Mohammed Khoja, founder of the Saudi label Hindamme. Known for blending Saudi heritage with modern design, Khoja shaped SV by Saudia Airlines into something familiar yet new. His collaboration brings emotional value to the collection with a mix of memory, progress, and everyday elegance. Working with the Saudi creative agency Freebirds, the line was developed to reflect what it means to move forward while staying rooted in culture.
A Shift Toward Lifestyle Branding
Saudia calls this launch its first step into the lifestyle and fashion space. The aim is to create more ways for people to engage with the airline beyond travel. It’s part of a larger strategy that reimagines Saudia as a lifestyle brand rather than just an aviation company. You can see that direction in its new identity, expanded fleet plans, and digital experiences. Fashion adds another layer to that transformation.
Riyadh Fashion Week Sets the Stage
This year’s Riyadh Fashion Week, held from October 16 to 21, featured over 30 designers, including global names like Stella McCartney and Vivienne Westwood alongside Saudi labels. As the Official Airline Partner, Saudia’s presence extended beyond the runway, connecting air travel with creative expression. The event, organized by the Fashion Commission under the Ministry of Culture, continues to establish Riyadh as a serious player in the international fashion scene.
Where to Find the Collection
SV by Saudia Airlines will open its digital store in November 2025, offering global access to its first collection. More collaborations and seasonal releases are already in development. The digital-first model fits Saudi Arabia’s growing e-commerce market, which continues to expand as fashion becomes a key part of the Kingdom’s creative economy.
A Wider Creative Context
The move supports Vision 2030, Saudi Arabia’s national roadmap that emphasizes diversification and innovation. The fashion industry now contributes 2.5% of the national GDP and provides over 320,000 jobs, with women making up 52% of that workforce. Bringing a national airline into this space reinforces how deeply culture and commerce now intertwine in Saudi Arabia’s growth story.
Saudia on a Runway, But This Time It’s Fashion
SV by Saudia Airlines marks the start of a fresh story in the Kingdom’s fashion movement. It brings together comfort, culture, and confidence in one place. The runway at Riyadh Fashion Week set the tone, and the upcoming digital store will keep the story moving. What began as a night above the city has now turned into an open invitation for anyone who wants to carry a piece of that journey forward. It’s a reminder of how far Saudi design has come and how much farther it can go.
FAQs
What is SV by Saudia Airlines?
SV by Saudia Airlines is a new fashion label introduced by Saudi Arabia’s national carrier. It brings travel-inspired athleisure and streetwear to everyday wardrobes, blending the comfort of flight with a modern Saudi design touch.
When did Saudia launch SV by Saudia?
Saudia introduced SV by Saudia airlines at Riyadh Fashion Week 2025, during a rooftop show at the Kingdom Centre Tower. The debut marked the airline’s official entry into the fashion and lifestyle sector.
Who designed the first collection for SV by Saudia?
The debut collection was designed by Mohammed Khoja, founder of the Saudi label Hindamme. He worked alongside Freebirds, a Saudi creative agency, to shape the line’s concept and visual identity.
What is the theme behind SV by Saudia’s first collection?
The first collection is built around the idea of “Live to Fly.” It takes design cues from aviation heritage and Saudia’s signature colors (green, white, and blue) to create simple, wearable pieces that feel fresh and grounded in movement.
What kind of clothing does SV by Saudia airlines offer?
The line focuses on athleisure, featuring bomber jackets, joggers, polo shirts, and jumper dresses. Every piece is designed for comfort and style, echoing the feeling of travel and everyday motion.
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This article is brought to you by Soul of Saudi (a Saudi travel blog dedicated to uncovering the beauty, heart, and soul of the Kingdom).
