Saudia, the national flag carrier of Saudi Arabia, unveiled its new lifestyle brand, SV, during a runway show at The Roof at Al Mamlaka Social Dining as part of Riyadh Fashion Week 2025.

Taking its name from the airline’s official IATA code, SV aims to connect Saudia’s heritage with a contemporary approach to Saudi creativity, forming part of the airline’s strategy to venture beyond aviation.

Under the theme “Live to Fly,” the collection consists of 40 runway pieces, inspired by the essence of travel. Each piece combines elements of flight with global fashion trends, showcasing apparel, travel essentials, and accessories that embody elegance, motion, and individuality.

The collection was developed in partnership with Saudi designer Mohammed Khoja, the founder of the Hindamme fashion label, reflecting a vision that harmonizes cultural heritage with modern design. Khoja’s creative influence grasps the essence of aviation in fashion, merging tradition with innovation.

Khaled Tash, Chief Marketing Officer of Saudia Group, emphasized that launching SV at Riyadh Fashion Week is a significant milestone for the airline, serving as a cultural ambassador for Saudi Arabia.

The collection will be available for purchase starting in November 2025 through a dedicated online store, with plans for exclusive collaborations and seasonal collections in the future.