During Riyadh Fashion Week 2025, Saudia, the Kingdom’s national airline, made an unexpected debut. The national carrier traded its usual runway for the fashion runway, introducing SV by Saudia, its ready-to-wear label.
The collection took flight under the theme Live to Fly, translating the essence of travel into design rather than merely referencing it. The range featured structured leather bomber jackets, tailored joggers, minimalist dresses, and relaxed polos, embodying the language of motion. They were crafted for people in transit, but not necessarily in airports. Shades of green and white anchored the palette, with subtle accents of blue and orange suggesting energy without excess. Even the detailing felt intentional, echoing aviation codes without lapsing into uniformity.
The airline tapped Saudi designer Mohammed Khoja, founder of Hindamme, to create the collection. His approach reframed the airline’s long-standing imagery through contemporary silhouettes. It’s a partnership that feels less like a corporate collaboration and more like cultural storytelling, linking the country’s aviation history to its expanding creative ambition.
For Saudia, the move is symbolic. Founded in 1945, the airline has been part of the Kingdom’s national narrative for eight decades. Its new venture positions it not just as a carrier of passengers, but as a carrier of culture. The collection is less about selling clothes than about expanding presence and expressing what modern Saudi identity looks like when interpreted through design. A digital boutique will follow later this year, marking the next phase of the brand’s evolution.
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