Saudia, the national flag carrier of the Kingdom of Saudi Arabia has unveiled its new premium lifestyle brand.
The airline’s SV brand was launched during an exclusive runway show at the Riyadh Fashion Week 2025.
Taking its name from Saudia’s official IATA code, SV connects to the airline’s heritage while presenting a modern expression of Saudi creativity as part of the company’s broader strategy to expand its brand beyond aviation.
“SV is an extension of Saudia’s spirit. Just as we connect people across the world, SV connects heritage with modernity, aviation with fashion, and Saudi creativity with global audiences,” said Khaled Tash, Chief Marketing Officer of Saudia Group.
Presented under the theme “Live to Fly,” the collection featured 40 runway pieces inspired by travel. Each design blends flight-inspired details with modern global trends, offering apparel, travel essentials, and accessories that express sophistication, movement, and individuality.
Developed in collaboration with Saudi designer Mohammed Khoja, founder of the fashion label Hindamme, the collection reflects a shared vision of merging cultural heritage with modern aesthetics.
“Collaborating with Saudia on SV was an inspiring opportunity to translate the elegance of aviation into fashion. Each piece in the collection carries the emotion of flight; confident, refined, and distinctly Saudi,” said Mohammed Khoja.
The airline said Khoja’s creative direction brings together tradition and innovation, illustrating how Saudi design continues to evolve with global relevance.
The collaboration also highlights Saudia’s commitment to supporting local talent and celebrating Saudi creativity on the international stage.
