Marrakech — At Riyadh Fashion Week, Saudia Airlines didn’t just land on the runway, it strutted on it. Forget peanuts and boarding passes; the kingdom’s flag carrier just debuted a streetwear line, SV by Saudia — making you rethink everything you thought you knew about airline merch.
Designed by Saudi creative Mohammed Khoja in collaboration with Freebirds Studio, the collection feels like a layover between nostalgia and futurism, between airport lounges and city streets.
Named after Saudia’s IATA code, SV, the line translates aviation identity into fashion language: think signature green leather bombers, tailored sky-blue tracksuits, and ribbed knits that look equally at home in a private jet or on the streets of Tokyo.
It’s a leap from check-in to checkmate — and it works.
There’s no gimmick here, no cheap logo tees or forced “travel inspo.”
Instead, Khoja delivers clothes with purpose: varsity jackets embroidered with winged insignias, zip-front tops with racing stripes, and sculptural backpacks that wouldn’t look out of place at Paris Fashion Week.
This is streetwear with altitude, a global conversation spoken in Saudi’s own visual accent.
“SV by Saudia is an extension of our spirit,” said Khaled Tash, Saudia Group’s CMO.
Translation? Saudi Arabia isn’t content being your stopover; it wants to be your destination. And now, apparently, your wardrobe too.
It’s also part of a bigger picture: a country reimagining its image at 35,000 feet.
Just months ago, Riyadh Air unveiled couture-inspired uniforms by Mohammed Ashi, proving that in Saudi Arabia, even pilots might start giving runway models a run for their money.
SV by Saudia launches online in November, with more drops to follow.
Whether the world’s ready for airline-led fashion is debatable, but Saudi Arabia clearly is. Because in 2025, it seems the kingdom isn’t just flying planes — It’s flying style.
