RIYADH: The Kingdom’s national carrier Saudia has entered the fashion industry with the launch of a new clothing brand at Riyadh Fashion Week.
The brand, SV by Saudia, is billed as the airline’s first foray into the fashion and lifestyle sector, “inspired by our identity, creating endless opportunities for customers to engage with us in a fashionable, elegant, creative and comfortable ways,” according to a statement by the company.
Bomber jackets, polo shirts, joggers and jumper dresses are offered with travel-themed insignia on some items. (Supplied)
The sporty-chic brand comprises on-trend athleisure in the airline’s signature brand colors of green and white, with pops of blue and varying shades of green adding depth and dimension to the line.
Bomber jackets, polo shirts, joggers and jumper dresses are offered with travel-themed insignia on some items.
The show took place on Saturday night on the rooftop of the Kingdom Center Tower.
The brand takes its name from Saudia’s IATA code, which are three letters assigned by the International Air Transport Association to identify airports, cities, or metropolitan areas. The airline was set up in 1945.
The brand takes its name from Saudia’s IATA code. (Supplied)
Presented under the theme “Live to Fly,” the debut collection draws inspiration from both “nostalgia and futurism. Each design reinterprets elements of flight through a distinctly innovative vision,” according to the company.
Developed by creative director Mohammed Khoja, the founder of fashion label Hindamme, the partnership reflects Saudia’s goal of showcasing the nation’s creativity on the global stage, according to the airline.
Khoja said: “It’s been a great honor 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 experience to uniting two worlds; the rich legacy of Saudia that we all grew up cherishing, and the nostalgia it represents to us as Saudis, reinterpreted through an innovative fashion medium.”
SV by Saudia is the airline’s first foray into the fashion and lifestyle sector. (Supplied)
It is not the first time a Saudi airline has tapped fashion talent.
In 2024, Saudi Arabia designer Mohammed Ashi, founder of the Paris-based label Ashi Studio, unveiled the inaugural cabin crew uniforms for the Kingdom’s new airline, Riyadh Air.
The luxury line comprises cashmere outerwear, dresses and trousers made of fine wools, custom leather footwear, amethyst earrings, and pillbox hats.
These designs were all inspired by 1950s airline fashion, widely considered the golden age of aviation, but with an Ashi twist.
