Published on
October 30, 2025
Saudia, the national flag carrier of Saudi Arabia, has introduced luxury lifestyle brand SV, the first of its kind, at Riyadh Fashion Week 2025. This signifies the airline’s ambition of not only diversifying its portfolio but also reaching consumers around the world outside the confines of the aviation industry. This vision for the future of travel and fashion was articulated during the exclusive runway show held at The Roof at Al Mamlaka Social Dining, showcasing the creative Saudi vision.
SV: A Fusion of Aviation Heritage and Modern Design
The brand name SV is derived from Saudia’s official IATA code, symbolizing the airline’s deep roots in aviation and its commitment to blending heritage with modernity. In line with the company’s evolving identity, the collection unveiled at Riyadh Fashion Week offers a contemporary vision of Saudi craftsmanship, merging the airline’s history with cutting-edge fashion trends.
“Live to Fly” – A Collection Inspired by Travel
The exclusive collection, presented under the theme “Live to Fly,” featured 40 pieces of runway-ready apparel and accessories. These designs were thoughtfully curated to capture the essence of air travel while highlighting the sophistication and movement inherent in modern global trends. Each piece drew inspiration from the elegance and refinement of flight, offering stylish travel essentials, chic apparel, and sleek accessories for today’s discerning traveler.
By focusing on elements such as streamlined silhouettes, bold lines, and high-quality materials, the collection aims to evoke the sense of freedom, exploration, and luxury that air travel provides. The designs speak to individuals who value both style and functionality, whether they are jetting off to a business meeting or enjoying a leisurely vacation.
A Collaboration with Saudi Designer Mohammed Khoja
The creation of SV is the result of a unique collaboration between Saudia and Mohammed Khoja, a leading Saudi fashion designer and the founder of the renowned fashion label Hindamme. Khoja’s involvement brings a distinct touch of local Saudi talent to the collection, ensuring that SV embodies the rich cultural heritage of Saudi Arabia while appealing to a global audience. His expertise in fusing traditional and contemporary aesthetics is evident in every piece, making the collection both culturally significant and fashion-forward.
According to Khoja, working on SV has been an inspiring opportunity to merge the elegance of aviation with fashion. “Each piece in the collection carries the emotion of flight—confident, refined, and distinctly Saudi,” he said, highlighting how the collection channels the essence of both aviation and the spirit of modern Saudi Arabia.
SV: A New Gateway for Saudi Creativity
SV is not only a brand but also a platform for Saudi Arabia to showcase its growing influence in the global fashion scene. Khaled Tash, the Chief Marketing Officer of Saudia Group, emphasized that the brand is an extension of Saudia’s core values. “Just as we connect people across the world, SV connects heritage with modernity, aviation with fashion, and Saudi creativity with global audiences,” he said during the launch.
The collaboration underscores Saudia’s commitment to supporting local talent and positioning the Kingdom as a creative hub on the world stage. Through SV, the airline aims to celebrate Saudi Arabia’s unique cultural identity while simultaneously appealing to international travelers and fashion enthusiasts. This initiative not only boosts the Kingdom’s profile in global fashion but also fosters pride and innovation within Saudi Arabia itself.
SV’s Impact on Travel and Tourism: A New Luxury Offering for the Global Traveler
SV’s launch at Riyadh Fashion Week 2025 is poised to have a significant impact on the tourism and travel industries, both in Saudi Arabia and internationally. The brand extends Saudia’s identity beyond a mere airline to a lifestyle brand that reflects the luxury and sophistication of the Kingdom, potentially attracting tourists with a taste for high-end experiences.
For international travelers, SV offers an opportunity to immerse themselves in the essence of Saudi Arabia’s modern cultural landscape. The brand becomes an extension of the premium services Saudia offers its passengers, from the comfort of its flights to the stylish accessories and apparel available for purchase. The collection allows travelers to take home a tangible piece of their journey, creating a seamless bridge between fashion, travel, and tourism.
The launch of SV coincides with the growing number of international visitors to Saudi Arabia, particularly following the recent reforms that have made the Kingdom more accessible to tourists. SV taps into this trend by providing travelers with not just a premium travel experience, but a way to express their connection to the Kingdom’s evolving cultural narrative.
As the world becomes increasingly interconnected, luxury consumers are seeking more personalized and meaningful experiences, and Saudia’s SV brand addresses this need. By blending the worlds of aviation, fashion, and lifestyle, the brand provides a new way for tourists to engage with the Kingdom’s culture, further enhancing their travel experience.
A Global Digital Store to Cater to Fashion Enthusiasts Worldwide
Following its debut at Riyadh Fashion Week, SV is set to launch a dedicated digital store in November 2025, making the collection available for purchase worldwide. This online presence will allow international customers to access the collection, bringing Saudi creativity to a global audience. As Saudia continues to expand the SV brand, future releases will focus on exclusive collaborations and seasonal collections, ensuring the brand remains relevant and fresh in the competitive global fashion landscape.
The digital store will also provide a seamless shopping experience for frequent travelers who may want to shop for premium travel essentials or stylish clothing and accessories while on the move. With its global reach and luxury positioning, SV is primed to become a must-have for fashion-forward travelers.
Looking to the Future: Exclusive Collaborations and Seasonal Releases
The introduction of SV at Riyadh Fashion Week is just the beginning. Saudia’s plans for the brand include collaborations with top-tier designers, seasonal collections, and exclusive limited-edition pieces that will continue to raise the profile of both the airline and the broader Saudi cultural scene. These releases will serve as a reflection of the Kingdom’s vibrant and growing creative industries, which are attracting global attention.
Through SV, Saudia is reshaping the way people perceive air travel, fashion, and cultural exchange. As the brand evolves, it promises to continue pushing boundaries and setting trends, offering a unique blend of luxury, heritage, and modernity that resonates with travelers worldwide.
A Milestone for Saudia and Saudi Arabia
Seeing as SV has branched out into new businesses unrelated to its core functions, its foray into Riyadh Fashion Week is a first for a Saudi airline. Saudi Vision is an airline no longer. It is a brand. It is a fashion label. It is a lifestyle choice. Integrating travel, fashion and luxury travel represents a new cultural intersection for the Saudi and global markets. With the collection ready for purchase, SV’s countless future collaborations will positively impact the global image of the Saudi brand, encouraging tourism and a love for Saudi innovation and creativity.
