In an inspired fusion of flight and fabric, Saudia’s SV collection takes off at Riyadh Fashion Week, embodying elegance rooted in heritage and soaring into modernity.
In the softly lit, urbane setting of The Roof at Al Mamlaka Social Dining, Riyadh Fashion Week 2025 witnessed a moment of cultural and sartorial alchemy. Saudia, the heartbeat of Saudi skies, introduced its latest masterpiece: SV, a lifestyle brand that captures the poetry and precision of flight through fashion’s gaze.
More than a label, SV is a visual symphony composed from the airline’s own DNA — its name a nod to Saudia’s international airport code, evoking journeys past and futures imagined. It is a declaration that luxury in Saudi Arabia is evolving, informed by heritage yet propelled by the kinetic energy of global trends.
Poetry in Motion
The runway came alive with 40 unique designs, each a study in elegance and aerodynamics. From sleek lines reminiscent of a jet’s fuselage to layered textures evoking cloudscapes, the collection celebrates movement as a form of self-expression. Subtle metallic sheens caught the light like cabin reflections, and accessories spoke to the traveller’s refined needs — sophisticated yet practical.
At the creative helm stood Mohammed Khoja, the visionary Saudi designer celebrated for weaving the threads of tradition and modernity into compelling narratives. His work for SV channels the spirit of flight not just visually, but emotionally. “This collection is a tribute to the experience of taking flight — the confidence, the grace, and the quiet power of soaring above,” Khoja explains. “Each piece tells a story of Saudi ascendancy in global fashion.”
Heritage Reimagined
SV’s essence lies in its ability to marry the rich tapestry of Saudi culture with the streamlined fluidity of contemporary design. This juxtaposition feels deliberate, yet effortless, reflecting a nation poised at the crossroads of legacy and innovation.
Khaled Tash, Chief Marketing Officer of Saudia Group, paints SV as “a seamless blend of heritage and modernity — a brand that connects not just destinations, but people, cultures, and creative visions worldwide.” This brand is Saudia’s new voice, confident and inspired, on the international stage.
The Journey Continues
This unveiling is but the first chapter for SV. With a digital storefront set to launch in November 2025, consumers around the globe will soon access the debut collection’s refined expression of travel and lifestyle. Anticipation builds for future curated collaborations, limited-edition drops, and seasonal collections that will expand SV’s repertoire and its cultural footprint.
About SV
SV embodies Saudia’s aspiration to transcend aviation and cultivate a lifestyle steeped in elegance and exploration. Launched in 2025, its guiding mantra Live to Fly celebrates the thrill of discovery and the art of self-expression through design that captures the essence of modern Saudi identity.
About Saudia
Since its founding in 1945, Saudia has soared to become a Middle Eastern aviation titan with a youthful fleet of 149 aircraft, connecting nearly 100 destinations on four continents. Boasting accolades such as Skytrax’s Best Airline Staff Service for 2025 and APEX’s World Class Airline title, awarded for a remarkable fifth consecutive year, Saudia continues to redefine excellence in flight and beyond, championing the spirit of Saudi innovation and hospitality globally.
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