The Airline That Just Took Flight in Fashion
Saudi Arabia’s Flag Carrier Steps Onto the Runway
A New Standard of Flying in Style
Saudi Airlines just turned heritage into fashion
Saudi Arabia’s Flag Carrier Steps Onto the Runway
The Airline That Just Took Flight in Fashion
Saudi Airlines just turned heritage into fashion
At Riyadh Fashion Week, Saudi Airlines unveiled SV by Saudia, its first-ever ready-to-wear fashion line, an unexpected yet impeccably executed crossover between aviation heritage and contemporary design. The debut collection, titled “Live to Fly” and led by designer Mo Khaja, founder of Hindamme, reimagines airline aesthetics with sleek silhouettes, purposeful detailing, and an unmistakably Saudi cultural lens.
Far from novelty, this launch feels like a strategic move one that merges national pride with lifestyle aspiration. The palette of rich greens and crisp whites nods to the flag, while technical fabrics and sharp tailoring give the garments global appeal. Each look, from gradient knits to aviation-inspired varsity jackets, feels as wearable as it is symbolic.
A New Chapter for Saudi Identity
This isn’t just fashion — it’s narrative branding. Through SV by Saudia, the Kingdom’s flag carrier reframes what a national airline can represent in 2025: youth, culture, and creativity on a global stage. The collection transforms flightwear into a statement of pride, proving that heritage and innovation can share the same runway.
As models walked in aviator sunglasses, green leather, and varsity silhouettes, the brand’s message became clear the future of travel isn’t just about where you’re going, but how you arrive.
Beyond the Runway
For Saudia, this debut positions the airline as a lifestyle icon one that extends beyond aviation and into the global dialogue of design, culture, and national storytelling. It’s a move that mirrors how brands like Emirates and Qatar Airways have long transcended transport but here, the language is distinctly fashion-forward and proudly Saudi.
At K&M Companies, we see this as the evolution of experiential branding where culture, design, and identity converge into emotion. The “Live to Fly” collection isn’t simply a campaign; it’s a case study in how brands can expand their universe through creativity.
Fashion · Identity · Design
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