Saudia, the national flag carrier of Saudi Arabia, has taken its brand beyond aviation with the launch of SV, a new premium lifestyle and fashion line unveiled during Riyadh Fashion Week 2025. The debut, held at The Roof at Al Mamlaka Social Dining in Riyadh, marks a new chapter in the airline’s global brand journey — one that also resonates strongly with audiences in Bangladesh.

Taking inspiration from Saudia’s official IATA code, SV reflects the airline’s legacy while embracing a modern, creative identity. The brand is designed to celebrate the fusion of travel, culture, and fashion — themes that connect deeply with Bangladesh’s growing community of style-conscious travelers and fashion enthusiasts.

Unveiled under the theme “Live to Fly,” the SV runway featured 40 exclusive looks inspired by the romance of aviation and the movement of global travel. The collection includes elegant apparel, travel essentials, and accessories that merge sophistication with Saudi artistry.

The debut collection was created in collaboration with acclaimed Saudi designer Mohammed Khoja, founder of the contemporary label Hindamme. Known for blending heritage with modern design, Khoja brought a refined creative vision to the collection.

“Collaborating with Saudia on SV was an inspiring opportunity to translate the elegance of aviation into fashion,” said Khoja. “Each piece in the collection carries the emotion of flight — confident, refined, and distinctly Saudi.”

Khaled Tash, Chief Marketing Officer of Saudia Group, said the launch marks a defining step in expanding the airline’s identity beyond aviation.

“SV is an extension of Saudia’s spirit. Just as we connect people across the world, SV connects heritage with modernity, aviation with fashion, and Saudi creativity with global audiences. Launching SV at Riyadh Fashion Week is a proud milestone that reflects our role as both a national carrier and a cultural ambassador.”

For Bangladesh, where Saudia has long enjoyed a strong connection with travelers, the SV launch represents more than a fashion debut — it highlights a shared appreciation for creativity, elegance, and innovation. Saudia’s growing engagement with Bangladeshi audiences is evident not only in its expanding flight network and award-winning service but also in initiatives that connect lifestyle and culture across borders.

The airline plans to make the SV collection available through a dedicated digital store launching in November 2025, with future collaborations and seasonal releases already in development.

With SV, Saudia invites Bangladeshi travelers and fashion lovers alike to “Live to Fly” — embodying the beauty of travel through contemporary design and the timeless spirit of Saudi creativity.