As Saudi Arabia’s national carrier Saudia launches a branded clothing line, the country once again seems to be rebranding itself as a more open, luxury tourism-minded destination.
For a long time, Saudia has mainly been focusing on transporting religious pilgrims. But as Saudi Arabia, as a nation, has been looking to diversify its oil-focused economy – actively investing towards luxury tourism and grand scale events while aiming to welcome 150 million tourists per year by 2030 – its national airline too has been shifting its focus.
The changes at Saudia have been going on for a couple of years already. The Saudi government has hired a new commercial head and an executive from Qatar Airways, asked to change the overall passenger experience. New lounges were created, amenity kits were given a designer remodel, and a coffee cup collection inspired by the country’s different regions was launched.
Modern times, modern fashion
During Riyadh Fashion Week in October 2025, Saudia once again proved to be making profound changes to its cultural heritage during a show on the roof of the Kingdom Center Tower. The airline presented its own clothing brand called SV by Saudia, a name derived from the airline’s IATA code.
The brand’s first collection, Live to Fly, was designed by creative director Mohammed Khoja, founder of fashion label Hindamme. Throughout the clothing line, Khoja opted for a range of whites and greens to reflect the airline’s colour scheme. However, it was mainly the overall sporty-chic aesthetic – sporting bombers, polos, dresses, and more – that surprised due to its modern character, stepping away from the airline’s more traditional legacy.
“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 experience to unite 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”, Khoja said about the collection.
While prices for the collection have not yet been unveiled, the clothing line will be available through an online platform, and seasonal drops have already been announced.
آراء وانطباعات نُخبة من الضيوف عن عرض المجموعة الأولى من علامة الأزياء الراقية SV المستوحاة من #الخطوط_السعودية في أمسية احتفت بالإبداع السعودي أثناء فعاليات #أسبوع_الأزياء_في_الرياض pic.twitter.com/vgZGhHu1JW
— SV By Saudia (@SVbySaudia) October 22, 2025
Saudia is not the first airline to venture into fashion, nor is it the first to do so in the region. Previously, Emirates has already launched a luxury merchandise collection boasting luggage, towels, and more. Moreover, Qatar Airways has engaged in several Giorgio Armani partnerships in the past, conforming to the airline industry’s fascination for fashion.
