Saudia Unveils SV Lifestyle Brand at Riyadh Fashion Week

Saudia has launched its new lifestyle brand, SV, at Riyadh Fashion Week 2025, marking a bold step into fashion with a travel-inspired streetwear collection.

From Skies to Style: SV by Saudia
Unveiled during an exclusive runway show atop the Kingdom Center Tower, SV by Saudia is a premium lifestyle and fashion label that blends aviation heritage with modern design. The name “SV” is derived from Saudia’s IATA airline code, symbolizing a seamless connection between travel and fashion.

Collection Highlights:
- Theme: Live to Fly — celebrating movement, individuality, and global spirit.
- Design Aesthetic: A mix of streetwear and corporate chic, featuring bomber jackets, tracksuits, jumper dresses, and polo shirts.
- Color Palette: Signature green and blue hues inspired by Saudia’s livery, with bold “SV” branding.
- Creative Collaboration: Developed with Saudi designer Mohammed Khoja, founder of Hindamme, the collection merges cultural heritage with contemporary fashion.

Strategic Vision:
This launch is part of Saudia’s broader transformation strategy to evolve from a traditional airline into a lifestyle brand. It reflects Saudi Arabia’s modernization efforts and the airline’s ambition to engage with global audiences beyond aviation.

What’s Next:
- The SV collection will be available via a dedicated digital store launching in November 2025.
- Future seasonal drops and collaborations are planned to expand the brand’s reach.

SV by Saudia is more than fashion—it’s a statement of identity, innovation, and the evolving face of Saudi creativity.