SV by Saudia launched at Riyadh Fashion Week.
Saudi Arabia has hosted Riyadh Fashion Week and put style in the spotlight. It’s the perfect time for the Kingdom to unveil a new fashion brand. Enter SV by Saudia, a fresh venture launched by the country’s national airline.
SV by Saudia marks Saudia’s first foray into fashion, and was introduced at a show held at the Kingdom Tower in Riyadh. The collection draws inspiration from Saudi identity, aiming to blend comfort with creativity. The debut collection, themed “Live to Fly” and reflects both nostalgia and the dynamic changes taking place across the country.
Each piece in the collection reinterprets elements of aviation. The designs embrace a sporty-chic aesthetic, with a focus on modern athleisure. Saudia’s signature colours, including white and green, feature prominently across items such as bomber jackets, jumper dresses, and polo shirts.
The collection was developed under the creative direction of Mohammed Khoja, founder of the fashion label Hindamme. He shared: “It’s been a great honour to collaborate with Saudia on the debut collection of this iconic fashion line. Working alongside Freebirds (a Saudi virtual creative agency) to bring SV by Saudia to life offered a unique opportunity to unite two worlds: the rich legacy of Saudia that we all grew up cherishing, and the nostalgia it represents, reimagined through an innovative fashion medium.”
Riyadh Fashion Week ran from 16 to 21 October 2025 and is now in its third edition. The event showcased emerging and established designers from around the world and put the Kingdom’s fashion scene in the spotlight.
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