Saudi Arabia’s national carrier Saudia has stepped into fashion with the launch of its first clothing brand, SV by Saudia, unveiled at Riyadh Fashion Week.
The airline describes the line as its “first foray into fashion and lifestyle,” inspired by its identity and designed to engage customers “in fashionable and creative ways.”
Sporty-Chic Athleisure with Saudi Identity
The collection showcases athleisure-inspired designs — bomber jackets, polos, joggers, and jumper dresses — in Saudia’s signature green and white, accented with soft blues and deeper greens for modern contrast.
Travel-inspired insignia and minimalist tailoring capture the balance between sophistication and comfort.
“Live to Fly”: Nostalgia Meets Futurism
Presented under the theme “Live to Fly,” the collection merges nostalgia for classic aviation style with a futuristic vision of modern travel.
The show, held on the Kingdom Center Tower rooftop, embodied freedom, movement, and elegance.
Creative Direction by Mohammed Khoja
Creative director Mohammed Khoja, founder of Hindamme, collaborated with the virtual agency Freebirds to bring the project to life.
“It’s been an honor to collaborate with Saudia,” said Khoja. “SV by Saudia connects our heritage with innovation, transforming aviation into fashion.”
Saudi Fashion Takes Flight
The name SV comes from Saudia’s IATA airline code, symbolizing a proud aviation history dating back to 1945.
In 2024, designer Mohammed Ashi created uniforms for Riyadh Air, inspired by 1950s airline glamour.
Together, these projects mark a new era where Saudi heritage meets high fashion.
