Saudi Arabia’s national airline, Saudia, has unveiled a new streetwear collection called “SV by Saudia” during Riyadh Fashion Week. This move marks a significant rebranding effort designed to modernize the airline's image and broaden its appeal to a global, fashion-conscious audience.
The collection prominently features apparel such as tracksuits, bomber jackets, and jumper dresses, all in shades consistent with the airline’s livery, and stamped with the distinctive “SV” logo. Designed by Mohammed Khoja, the collection aims to blend Saudi heritage with contemporary fashion, reflecting the country’s broader efforts to diversify its economy and foster tourism.
Khoja described the project as an integration of the airline’s legacy with innovative fashion, emphasizing seasonal drops that could establish the airline’s new cultural identity. This approach signals Saudi Arabia’s pursuit of modernization and global engagement, challenging traditional perceptions of the airline industry in the region.
This fashionable rebranding is occurring amid emerging competition, notably from Riyadh Air, which is also positioning itself as a style-savvy carrier. Saudia’s venture illustrates how airlines can leverage lifestyle branding to redefine their public image in the modern era.
