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Unlocking the Sky: Saudia's New Fashion Venture
Riyadh Fashion Week just reached new heights with the launch of SV, a chic lifestyle brand from Saudia, the national airline of Saudi Arabia. Held at the stunning Roof at Al Mamlaka Social Dining, this runway show was not just about fashion; it was a celebration of heritage, modern creativity, and the spirit of flight.
Building on Rich Heritage
The name SV comes from Saudia's official IATA code, serving as a bridge between the airline's deep-rooted history and its fresh, evocative future. Established in 1945, Saudia has transformed from a single aircraft into a prominent player in global aviation, now reflecting its journey into the world of fashion. This shift aligns with Saudi Arabia's Vision 2030, aiming to diversify its economy and promote cultural innovation.
Live to Fly: A Theme That Inspires
The debut collection, titled "Live to Fly," features 40 unique pieces inspired by travel and the elements of flight. Under the creative guidance of Mohammed Khoja, notable for his work with the label Hindamme, the collection intertwines traditional design elements with contemporary styles. With garments like bomber jackets, joggers, and structured fits, SV embodies travel-ready versatility that resonates with busy lifestyles.
Cultivating Local Talent and Global Impact
The collaboration with Khoja not only champions Saudi fashion but also emphasizes a commitment to nurturing local creativity that appeals to global markets. As designer Mohammed Khoja articulates, the collection beautifully translates the elegance of aviation into fashion, adding a narrative layer that is emotionally connected to flight.
Fashion Week: A Platform for Cultural Exchange
Riyadh Fashion Week has become a beacon for both local and international designers, showcasing talents like Stella McCartney and Vivienne Westwood alongside Saudi labels. Being the official airline partner, Saudia's presence reiterates the power of fashion in bridging cultures, as evidenced by the enthusiastic reception of the SV line.
What’s Next for SV?
This is just the beginning for SV. The collection will soon be available through a dedicated digital store launching in November 2025. Future phases will build on this foundation with new collaborations and seasonal collections that continue to reflect the evolving nature of Saudi design.
Travel and Lifestyle: A Modern Connection
Launching SV is not merely an introduction of a fashion line; it represents a broader strategy for Saudia to evolve as a lifestyle brand that goes beyond the skies. By creating products that resonate with everyday life, Saudia aims to establish a lasting connection with consumers, enhancing the travel experience even off the plane.
Empowering a Creative Economy
This venture also shines a light on the burgeoning fashion industry in Saudi Arabia, which contributes a significant portion to the national GDP and provides numerous job opportunities. By tapping into local talent, Saudia endorses a creative economy that is rapidly growing and diversifying life experiences in the Kingdom.
Conclusion: Fashion Takes Flight
The unveiling of SV at Riyadh Fashion Week has marked an exciting chapter in Saudi Arabia’s cultural landscape. With its unique blend of travel, heritage, and fashion, SV not only redefines the intersection of these elements but also invites audiences worldwide to participate in Saudi creative journeys. Stay tuned for more exciting updates and get ready to experience the essence of travel through fashion.
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