Saudia Unveils SV Lifestyle Brand at Riyadh Fashion Week
Premium line inspired by Saudia’s legacy and global spirit makes debut under the theme “Live to Fly”
RIYADH, Saudi Arabia, Oct. 22, 2025 (GLOBE NEWSWIRE) -- Saudia, the national flag carrier of the Kingdom of Saudi Arabia, unveiled its new premium lifestyle brand, SV, during an exclusive runway show held at The Roof at Al Mamlaka Social Dining as part of Riyadh Fashion Week 2025.
Taking its name from Saudia’s official IATA code, SV connects to the airline’s heritage while presenting a modern expression of Saudi creativity as part of the company’s broader strategy to expand its brand beyond aviation.
Presented under the theme “Live to Fly,” the collection featured 40 runway pieces inspired by travel. Each design blends flight-inspired details with modern global trends, offering apparel, travel essentials, and accessories that express sophistication, movement, and individuality.
Developed in collaboration with Saudi designer Mohammed Khoja, founder of the fashion label Hindamme, the collection reflects a shared vision of merging cultural heritage with modern aesthetics. Khoja’s creative direction brings together tradition and innovation, illustrating how Saudi design continues to evolve with global relevance. The collaboration highlights Saudia’s commitment to supporting local talent and celebrating Saudi creativity on the international stage.
Designer Mohammed Khoja stated: “Collaborating with Saudia on SV was an inspiring opportunity to translate the elegance of aviation into fashion. Each piece in the collection carries the emotion of flight; confident, refined, and distinctly Saudi.”
Khaled Tash, Chief Marketing Officer of Saudia Group, said: “SV is an extension of Saudia’s spirit. Just as we connect people across the world, SV connects heritage with modernity, aviation with fashion, and Saudi creativity with global audiences. Launching SV at Riyadh Fashion Week is a proud milestone that reflects our role as both a national carrier and a cultural ambassador.”
The Riyadh Fashion Week debut marks the beginning of SV’s journey. The collection will be available for purchase through a dedicated digital store launching in November 2025. Future releases will continue to build on this launch through exclusive collaborations and seasonal collections.
About SV
SV is Saudia’s new lifestyle brand, launched in 2025 as a premium line of apparel, travel accessories, and lifestyle products. Inspired by Saudia’s heritage and driven by modern global trends, SV reflects the evolving aspirations of Saudi Arabia and its people. Its creative platform, “Live to Fly,” reimagines aviation as a lifestyle, celebrating self-expression, discovery, and cultural fusion.
About Saudia:
Saudia (Saudia Airlines) is the national flag carrier of the Kingdom of Saudi Arabia. Established in 1945, the company has grown to become one of the Middle East’s largest airlines.
Saudia has invested significantly in upgrading its aircraft and currently operates one of the youngest fleet with 149 aircraft. The airline serves an extensive global route network covering around 100 destinations across four continents, including all 26 domestic airports in Saudi Arabia.
A member of the International Air Transport Association (IATA) and the Arab Air Carriers Organization (AACO), Saudia has also been a member airline in SkyTeam, the second largest alliance, since 2012.
Saudia was recently named “Best Airline Staff Service” for 2025 by Skytrax and ranked 17th in the global airline rankings. In addition, Saudia ranked first globally for on-time performance (OTP), according to Cirium. Saudia recognized at the APEX World Class 2026 Awards, receiving the “World Class Airline” title for the fifth consecutive year and the “Best in Class: Service–Guest Experience” award for the second consecutive year.
For more information on Saudia, please visit www.saudia.com
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A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/6f14732f-1e27-49e6-ab40-e03773bf33fb
Image of Saudia's new lifestyle brand, SV, being featured on the runway as part of Riyadh Fashion Week.
Saudia's new lifestyle brand unveiled as part of Riyadh Fashion Week.
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