Who would’ve thought? Saudia, once the poster child of conservative air travel, has just strutted into Riyadh Fashion Week with a streetwear collection that wouldn’t look out of place in Soho.
The national carrier’s new line, “SV by Saudia,” is a mash-up of corporate merch meets cool kid energy. Think tracksuits, bomber jackets, and jumper dresses in shades of green and blue pulled straight from the airline’s livery, all stamped with an oversized “SV” (that’s Saudia’s official IATA code that now doubles as a fashion logo). It’s part runway, part runway — the airport kind.
Saudia’s leap into lifestyle branding is as symbolic as it is stylish. Once defined by the kingdom’s strict moral and religious codes, the airline is now surfing the same modernization wave sweeping across Saudi Arabia — one that aims to move away from oil and in to global tourism, business, and, apparently, street style.
The brand promises seasonal drops (yes, like an actual fashion label), though no prices have been revealed yet. Judging by the buzz, though, these pieces might just end up as the new uniform of frequent flyers and fashion bloggers alike. And if anyone from SV is reading this — AirlineRatings would be more than happy to help with a little “wear test.”
The collection was developed by Mohammed Khoja who described the project as “a great honor,” saying it united “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.”
With the luxe new Riyadh Air preparing to take flight (and likely compete for the same style-savvy passengers), Saudia’s timing is anything but accidental.
After decades of playing it safe, SV by Saudia might just prove that even the most traditional airlines can have a fashion moment. Who knew turbulence could look this good?
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