Saudia Enters Fashion Realm with SV Lifestyle Brand at Riyadh Fashion Week

Riyadh: In a strategic move to expand its brand beyond aviation, Saudia, the national airline of Saudi Arabia, premiered its new premium lifestyle brand, SV, at Riyadh Fashion Week 2025. The launch event, held at The Roof at Al Mamlaka Social Dining, underscores Saudia’s ambition to merge its aviation heritage with modern fashion, while extending its influence to key international markets such as Pakistan.

The SV brand, named after Saudia’s IATA code, showcased a collection of 40 pieces inspired by the theme “Live to Fly.” This debut collection, a collaboration with Saudi designer Mohammed Khoja, founder of the label Hindamme, features travel-inspired apparel, accessories, and essentials that reflect a blend of sophistication and individuality.

Khoja expressed his enthusiasm for the collaboration, stating that working with Saudia allowed him to translate the elegance of aviation into fashion, creating pieces that embody the emotion of flight. The collection aims to merge cultural heritage with contemporary design, highlighting Saudia’s commitment to promoting Saudi creativity on a global platform.

Khaled Tash, Chief Marketing Officer of Saudia Group, emphasized that SV represents an extension of the airline’s spirit, connecting heritage with modernity and aviation with fashion. He noted that the launch at Riyadh Fashion Week marks a significant milestone for Saudia as both a national carrier and a cultural ambassador.

The introduction of SV is particularly resonant in Pakistan, where Saudia has cultivated a strong presence. The airline aims to engage with the growing community of fashion and lifestyle enthusiasts by promoting shared cultural values of creativity and progress.

SV’s journey into the fashion world begins with this debut, and the collection will be available for purchase through a dedicated digital store launching in November 2025. Saudia plans to expand the brand with future releases, including exclusive collaborations and seasonal collections, furthering its vision beyond aviation.