Saudia Unveils ‘SV’ Lifestyle Brand at Riyadh Fashion Week, Strengthening Global Fashion Ties with Pakistan

Special Correspondent

Riyadh: Saudi Arabia’s national carrier, Saudia, has launched its new premium lifestyle brand ‘SV’ during an exclusive runway show at The Roof at Al Mamlaka Social Dining as part of Riyadh Fashion Week 2025, marking a significant step in the airline’s evolution beyond aviation.

Named after Saudia’s official IATA code (SV), the brand draws inspiration from the airline’s legacy while embodying a modern vision of Saudi creativity and global sophistication. The launch reflects Saudia’s commitment to expanding its cultural influence internationally — including in Pakistan, one of its key markets for travel, culture, and lifestyle engagement.

Presented under the theme “Live to Fly,” the debut collection featured 40 pieces inspired by the spirit of travel. From sleek apparel to accessories and travel essentials, each design blended aviation aesthetics with contemporary global trends to capture movement, confidence, and individuality.

The line was developed in collaboration with Saudi designer Mohammed Khoja, founder of fashion label Hindamme, whose creative direction fused tradition with innovation. “Collaborating with Saudia on SV was an inspiring opportunity to translate the elegance of aviation into fashion,” Khoja said. “Each piece carries the emotion of flight — confident, refined, and distinctly Saudi.”

Khaled Tash, Chief Marketing Officer of Saudia Group, described SV as “an extension of Saudia’s spirit,” adding that the brand connects “heritage with modernity, aviation with fashion, and Saudi creativity with global audiences.”

The launch has also sparked interest in Pakistan, where Saudia maintains a long-standing presence and a loyal base of travelers. The airline continues to build connections through world-class service, expanded flight routes, and initiatives that celebrate shared values of elegance, creativity, and cultural fusion.

Following its debut, the SV collection will be made available via a dedicated digital store launching in November 2025, with plans for future collaborations and seasonal releases.

About SV:
Launched in 2025, SV is Saudia’s new premium lifestyle brand offering apparel, travel accessories, and design-led products inspired by aviation and Saudi heritage. Its creative platform, “Live to Fly,” celebrates individuality, discovery, and modern cultural expression.

About Saudia:
Founded in 1945, Saudia Airlines is the Kingdom’s national flag carrier and one of the Middle East’s largest airlines, operating a young fleet of 149 aircraft across nearly 100 destinations worldwide. The airline is a member of SkyTeam, IATA, and AACO, and was recently recognized by Skytrax as the “Best Airline Staff Service” for 2025, while ranking 17th globally.