In a new milestone, Saudia – the national flag carrier of Saudi Arabia – has launched its first fashion brand, SV by Saudia, at the third edition of Riyadh Fashion Week.
In a press release, Saudia Group said that the debut collection, named “Live to Fly,” features ready-to-wear, travel essentials, and accessories inspired by Saudi identity, blending nostalgia with modern Saudi creativity.
Each design in the collection presents a unique innovative vision that reinterprets flight elements in a way that reflects confidence, individuality, and movement.
Saudia’s identity features heavily in the designs, from bomber jackets to jumper dresses, and polo shirts. The SV refers to the airline’s iconic IATA code and Saudia’s signature green and white colors appearing in each piece.
Interestingly, SV by Saudia debut collection is the product of a fruitful partnership with Creative Director Mohammed Khoja, further underscoring Saudia’s commitment to supporting local talent and promoting Saudi creativity on a global scale.
On this occasion, Khoja said: “I’m proud to have contributed to this first chapter and look forward to what lies ahead.”
Similarly, the Chief Marketing Officer of Saudia Group, Khaled Tash, said: “Launching “SV by Saudia” at Riyadh Fashion Week marks a proud milestone that reflects our role as both a national carrier and a cultural ambassador.”
The collection will be available for sale on SV by Saudia online store, launching in November 2025, with future releases expected.
Riyadh Fashion Week 2025 took place from October 16-21, bringing together local and global talents in the fashion industry. It also showcased Saudi Arabia’s growing status in the global fashion landscape.
