Saudia Launches SV Lifestyle Brand at Riyadh Fashion Week 2025
Saudia, the national flag carrier of the Kingdom of Saudi Arabia, has officially unveiled its new premium lifestyle brand, SV, during an exclusive runway show at Riyadh Fashion Week 2025. The SV Lifestyle Brand debuted at The Roof at Al Mamlaka Social Dining, marking Saudia’s foray into the world of fashion, lifestyle, and global culture.
Taking inspiration from Saudia’s aviation legacy, SV is a modern expression of Saudi creativity, designed to extend the airline’s brand beyond aviation and engage with international audiences, including those in Pakistan—a key market for the airline.
SV Lifestyle Brand – A Fusion of Aviation and Fashion
The SV Lifestyle Brand, named after Saudia’s official IATA code (SV), blends flight-inspired details with modern global fashion trends. The brand’s first collection, under the theme “Live to Fly”, features 40 runway pieces, including apparel, travel essentials, and accessories that embody sophistication, movement, and individuality.
The collection, developed in collaboration with renowned Saudi designer Mohammed Khoja (founder of Hindamme), celebrates Saudi cultural heritage and modern design aesthetics. The collaboration illustrates how Saudi design continues to evolve while maintaining global relevance, with each piece inspired by the elegance of aviation and the spirit of flight.
“Collaborating with Saudia on SV was an inspiring opportunity to translate the elegance of aviation into fashion,” said Mohammed Khoja. “Each piece in the collection carries the emotion of flight; confident, refined, and distinctly Saudi.”
SV Lifestyle Brand Resonates with Pakistan
The launch of SV at Riyadh Fashion Week has strong resonance in Pakistan, where Saudia enjoys a long-standing connection with travelers and an emerging community of fashion and lifestyle enthusiasts. The airline continues to enhance its presence in Pakistan, not only through flight connectivity and world-class service but also through initiatives that reflect shared cultural values of elegance, creativity, and progress.
Khaled Tash, Chief Marketing Officer of Saudia Group, stated:
“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.”
SV Lifestyle Brand – The Future of Fashion and Travel
The SV collection will be available for purchase through an exclusive online store, launching in November 2025. Future releases will build on the successful debut, incorporating seasonal collections and exclusive collaborations, expanding its global reach.
The launch of the SV Lifestyle Brand at Riyadh Fashion Week marks a new chapter for Saudia, positioning the airline as both a cultural ambassador and a pioneer in integrating aviation with fashion.
