“SV by Saudia” Makes Its Debut at Riyadh Fashion Week

Saudia, the national flag carrier of Saudi Arabia, has unveiled its new premium ready-to-wear and lifestyle brand, “SV by Saudia”, during an exclusive runway show held on the rooftop of the Kingdom Center Tower, marking one of the culminating highlights of Riyadh Fashion Week. 

Taking its name from Saudia’s iconic IATA code, “SV by Saudia” bridges the airline’s 80-year legacy with its forward-looking vision, representing a modern expression of Saudi creativity. The launch marks a defining moment in Saudia’s journey to extend its identity beyond aviation into the world of fashion and lifestyle.

Presented under the theme “Live to Fly,” the debut collection draws inspiration from both nostalgia and futurism. Each design reinterprets elements of flight through a distinctly innovative vision, offering an elevated range of ready-to-wear apparel, travel essentials, and accessories that reflect confidence, individuality, and movement.

Developed in collaboration with Creative Director Mohammed Khoja, the collection fuses Saudi heritage with a contemporary sensibility. This partnership reflects Saudia’s ongoing commitment to nurturing local talent and showcasing Saudi creativity on the global stage.

Khaled Tash, Chief Marketing Officer of Saudia Group, said: “SV by Saudia is an extension of our spirit. Just as Saudia connects people across the world, this brand connects heritage with modernity, aviation with fashion, and Saudi creativity with local and global audiences. 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.”

Creative Director Mohammed Khoja said: “It’s been a great honor to collaborate with Saudia on the debut collection of this iconic fashion line. Working alongside Freebirds to bring SV by Saudia to life offered a unique experience to uniting two worlds; the rich legacy of Saudia that we all grew up cherishing, and the nostalgia it represents to us as Saudis, reinterpreted through an innovative fashion medium. I’m proud to have contributed to this first chapter and look forward to what lies ahead.”

The Riyadh Fashion Week debut marks the beginning of the brand’s journey. The collection will be available for sale through a dedicated SV digital store launching in November 2025. Future releases will continue to build on this launch through exclusive collaborations and seasonal collections.