Saudia, the national flag carrier of Saudi Arabia, has made its way into the world of fashion and lifestyle, showcasing its creative “SV by Saudia” collection at Riyadh Fashion Week 2025.
During an exclusive runway show held on the rooftop of the Kingdom Center Tower, the airline unveiled the SV by Saudia – a premium ready-to-wear and lifestyle brand, deriving its name from Saudia’s iconic IATA code.
SV by Saudia Collection
Under the theme “Live to Fly,” the debut collection draws inspiration from Saudi identity, blending nostalgia and futurism, Saudia Group said in a press release.
Each piece reimagines the elements of flight with an innovative vision, culminating in an elevated line of ready-to-wear, travel essentials, and accessories that embody modern confidence and freedom of movement.
Highlighting Saudi Heritage
The collection features collaboration with Creative Director Mohammed Khoja, emphasizing Saudia’s unwavering commitment to fostering local talent and showcasing Saudi creativity on the global stage.
شاهد.. عرض المجموعة الأولى من علامة الأزياء الراقية SV المستوحاة من #الخطوط_السعودية والتي شملت قطع مستوحاة من السفر والطيران أثناء فعاليات #أسبوع_الأزياء_في_الرياض pic.twitter.com/o82PAkFcX9
— SV By Saudia (@SVbySaudia) October 20, 2025
SV by Saudia collection seamlessly combines Saudi heritage with a contemporary sensibility, with Saudia’s signature colors – most notably green and white – featuring across each design, including bomber jackets, jumper dresses, and polo shirts.
Remarkable Milestone
In the light of this, Khoja expressed appreciation for his cooperation with Saudia. “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,” he said.
Meanwhile, the Chief Marketing Officer of Saudia Group, Khaled Tash, took pride in the SV by Saudia as a new milestone for the group.
“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,” he noted.
Official Launch
SV by Saudia will launch an official online store in November 2025, selling its debut collection and releasing more exclusive collaborations and seasonal collections.
The third edition of Riyadh Fashion Week took place from October 16-21, 2025, offering a unique showcase of local and global talents, in addition to highlighting Saudi Arabia’s flourishing fashion industry.
