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National airline Saudia unveils its premium clothing brand “SV”
Riyadh Fashion Week
Saudia, the national airline of Saudi Arabia, is making a grand entrance into the world of fashion with the launch of “SV”, a premium clothing line inspired by the spirit of travel. Presented during Riyadh Fashion Week 2025, this collection marks a new stage in the cultural transformation of the Kingdom. National airline Saudia presented its new premium lifestyle clothing brand, SV, at an exclusive fashion show held at the Roof of Al Mamlaka Social Dining during Riyadh Fashion Week 2025. Named after the airline’s IATA code, SV draws inspiration from Saudia’s heritage while embodying a modern and creative vision of the Kingdom. Under the theme “Live to Fly”, the collection unveiled 40 pieces combining elegance, comfort and the spirit of travel: clothing and accessories designed for those who experience traveling as a true art of living. Designed in collaboration with designer Mohammed Khoja, founder of the Hindamme brand, the line combines tradition and modernity. “Collaborating with Saudia on SV was a great way to translate the elegance of aviation into fashion. Each piece carries the emotion of flight,” explains the designer. For his part, Khaled Tash, marketing director of the Saudia group, stressed that “SV continues the spirit of the company: connecting people, cultures and ideas, while highlighting Saudi creativity.” This launch reflects more broadly the cultural and social openness that the Kingdom is experiencing today, determined to redefine its image on the international scene. This rapid modernization, encouraged by the authorities, is however accompanied by strong criticism in conservative religious circles, who take a dim view of this development perceived as a departure from traditions. Despite this resistance, a new generation of Saudi creators and artists is asserting itself, driven by a breath of innovation and daring. The SV collection, which is positioned as a premium clothing line inspired by the travel lifestyle, will be available online from November 2025, before being available in exclusive collaborations and seasonal collections.n