When the runway meets the runway — literally — you know something special is happening. On the rooftop of Riyadh’s Kingdom Center Tower, Saudi Airlines, also known as Saudia, transformed the night sky into a fashion stage to debut its first ready-to-wear and lifestyle brand, “SV by Saudia.” The national carrier swapped flight paths for fashion statements, taking its signature green and white identity into an entirely new dimension.
The Name “SV” Nods to Saudia’s Aviation Legacy
The name might sound sleek, but it actually comes from Saudia’s IATA code—the two or three-letter identifier used by airlines worldwide. It’s small nod to its aviation roots. This new brand bridges 80 years of Saudia’s legacy with its modern creative vision, merging the nostalgia of travel with the excitement of what’s ahead.
The Theme of the Collection Is “Live to Fly,” Blending Futurism, & Freedom
Presented under the theme “Live to Fly,” the debut collection blended sporty-chic vibes with futuristic edge. Think bomber jackets, joggers, polo shirts, and jumper dresses, all done in Saudia’s signature palette of green, white, and soft blues.
The pieces carry subtle nods to aviation — insignias, sleek lines, and fabrics made for movement. It’s clothing designed to feel like the freedom of flight itself.
Behind the Collection Is Mohammed Khoja, the Mind Behind Hindamme
Behind the collection is Creative Director Mohammed Khoja, the designer behind Hindamme. His touch brought a contemporary Saudi sensibility to the project — one that celebrates local identity while speaking to global style.
“SV by Saudia” Digital Store to Launch in November 2025
With this launch, Saudia isn’t just flying high — it’s redefining what a national carrier can be. “SV by Saudia” marks the airline’s expansion into lifestyle and creativity, showing that Saudi innovation is not limited to the skies.
And the story is just beginning — the collection will soon be available through a dedicated digital store launching in November 2025, with more collaborations and seasonal drops already on the horizon.
Conclusion: Where Heritage Meets Horizon
From cabin crew uniforms to couture-inspired athleisure, Saudi aviation has officially entered the style chat. With “SV by Saudia,” the brand has proven that its wings aren’t just for travel — they’re for self-expression, movement, and a distinctly Saudi sense of elegance.
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