Saudia Introduces SV Lifestyle Collection at Riyadh Fashion Week

Saudia Introduces SV: A New Premium Lifestyle Brand

Saudia, the national airline of Saudi Arabia, has recently brought to the spotlight its new premium lifestyle brand, SV, during a captivating runway event at Riyadh Fashion Week 2025. The show took place at The Roof at Al Mamlaka Social Dining, positioning SV as an innovative extension of the airline’s identity beyond traditional aviation services.

The name SV pays homage to Saudia’s official IATA code, tying this venture closely to the airline’s deep heritage while simultaneously embracing a fresh, creative outlook on Saudi culture and design.

“Live to Fly” — The Heart of the Collection

The collection showcased 40 runway pieces, each intricately inspired by the spirit of travel and flight. Under the evocative theme “Live to Fly,” these designs marry elements reminiscent of aviation with the latest international fashion trends. The resulting apparel, travel essentials, and accessories convey a refined sense of movement, sophistication, and unique identity.

Strong flight motifs are translated into wearable fashion that could easily appeal to travelers and style enthusiasts alike. This blend underscores the connection between dynamic travel lifestyles and elegant expression.

Collaboration Highlight: Merging Tradition with Modernity

The SV collection was developed in partnership with Saudi designer Mohammed Khoja, founder of the Hindamme fashion label. Khoja’s design direction reflects a vision where Saudi cultural roots meet contemporary style, portraying an evolving narrative of creativity in the Kingdom that resonates on a global scale.

This collaboration not only highlights Saudia’s commitment to nurturing homegrown talent but also signals an ambition to showcase Saudi artistry internationally, using fashion as a cultural ambassador.

Strong Statements from Saudia Leadership

Mohammed Khoja described the project as a remarkable challenge to weave the essence of flight into fashion, noting that each design radiates the confidence and refinement associated with aviation, while maintaining a distinct Saudi identity.

Khaled Tash, Saudia Group’s Chief Marketing Officer, emphasized that SV is more than a brand—it’s an embodiment of Saudia’s spirit. The initiative represents a symbolic connection between heritage and modernity, aviation and fashion, local creativity, and international appeal. Launching SV during a prestigious event like Riyadh Fashion Week marks a significant milestone in positioning the airline as both a carrier and a cultural ambassador.

A Glimpse into the Brand’s Future

The debut during Riyadh Fashion Week only marks the beginning for SV. The collection is set to be available online via a dedicated digital store launching in November 2025. Plans are already underway for continuing the momentum with exclusive future collaborations and seasonal collections designed to extend the brand’s reach.

From Aviation to Lifestyle: A Strategic Evolution

Moving beyond the cockpit and runway, Saudia’s SV brand is an example of how airlines can diversify into lifestyle sectors by capitalizing on their iconic heritage and unique market position. Transitioning elements of flight aesthetics into fashion speaks to the growing trend where transportation and travel companies segment into luxury lifestyle markets, influencing consumer perceptions beyond their traditional services.

Historical Context: Aviation and Fashion Intertwined

The relationship between aviation and fashion is not entirely new—it dates back to the golden age of air travel, when airlines introduced stylish uniforms and premium onboard experiences that appealed to a sense of glamour and adventure. Historically, aircraft interiors, stewardess uniforms, and travel accessories became symbolic extensions of a brand’s identity, expressing both utility and elegance.

Modern lifestyle brands emerging from airlines build on this legacy but expand it by offering products that travelers can integrate into daily life. This evolution reflects larger trends in luxury branding where narratives of exploration, freedom, and sophistication are infused into consumer goods.

Travel and Fashion: A Reciprocal Influence

Fashion inspired by travel captures the essence of exploration—movement, cultural fusion, and adaptability. Style often draws inspiration from the practical needs of travelers: lightweight fabrics, versatile designs, and accessories suited for a nomadic lifestyle. In return, the fashion itself encourages dreaming about destinations, sparking wanderlust that fuels travel industries worldwide.

Broader Implications for Tourism and Lifestyle Markets

Launching a brand such as SV ties into the global growth of travel-inspired consumer goods that appeal to a rising class of globetrotters, keen to express their journeys through personal style. As international tourism rebounds and evolves, lifestyle branding that intersects with travel will likely increase, providing new opportunities for related industries including yacht charters, beach resorts, and luxury boating experiences.

For regions like Saudi Arabia, expanding cultural exports through fashion complements the country’s wider tourism ambitions, enhancing destination appeal and offering visitors a multisensory experience of local culture. Tourism stakeholders can anticipate crossovers between fashion, heritage, and travel activities, contributing to more dynamic, integrated visitor offerings.

Slutsats

The unveiling of Saudia’s SV lifestyle brand at Riyadh Fashion Week marks a strategic step towards blending aviation heritage with modern fashion innovation. By rooting the collection in themes of flight and travel, SV captures a unique narrative of sophistication, movement, and Saudi creativity.

The collaboration with Mohammed Khoja and future digital sales channel signal a forward-looking approach aiming to connect local cultural expression with global audiences. Such initiatives not only add a new dimension to Saudia’s brand but also contribute to expanding Saudi Arabia’s footprint in the lifestyle and tourism markets.

For enthusiasts of travel, yachting, and boating, this crossover between fashion and aviation heralds fresh opportunities to engage with the spirit of adventure and luxury. Whether exploring sun-drenched beaches, tranquil lakes, or cruising coastal marinas aboard a private yacht, this evolving lifestyle trend resonates with those who value elegance and mobility.

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