Saudia airline launches fashion brand

Saudi Arabia’s national carrier Saudia has unveiled its first ready-to-wear fashion collection, recently taking to the runway at Riyadh Fashion Week as competition over style intensifies among Saudi Arabia airlines.

 

The debut follows rival Riyadh Air’s debut at Haute Couture Week in Paris last year with its cabin crew uniform. 

 

SV by Saudia, created in collaboration with Saudi designer Mohammed Khoja, blends aviation nostalgia with contemporary streetwear through bomber jackets, joggers, college jackets and travel-inspired dresses in Saudia’s signature green, white and blue, each stamped with bold SV insignia.

 

“SV by Saudia is about taking Saudi creativity to new heights, on the runway and in the sky,” Khoja said.

 

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The launch marks Saudia’s ambition to evolve from national carrier to cultural lifestyle brand, spotlighting local design talent for international audiences. 

 

Pieces will be available via a digital platform, with future drops and collaborations planned to sustain momentum.

 

This latest fashion surge from Saudi airlines follows Riyadh Air’s acclaimed Paris runway event, where Saudi fashion designer Mohammed Ashi’s luxury cabin crew uniforms attracted international headlines. 

 

Taking inspiration from the 1950s ’golden era’ of aviation, the collection is made up of dozens of male and female looks including coats, dresses, trousers, integrated hijabs, shoes and hats featuring amethyst hues. 

 

Industry analysts say the Saudi carriers are “dominating the runway and bringing Middle Eastern flair to aviation”. 

 

Internationally, Emirates this week reiterated its commitment to its iconic crew uniform introduced two decades ago, citing brand legacy over seasonal trends. 

 

Other airlines – from Delta’s Zac Posen designs to Qatar’s Giorgio Armani partnerships – have also shown how fashion is now central to airline identity.

 

For more information, visit saudia.com