How Saudia Airlines Is Taking Off On A Different Type Of Runway

Saudi Arabia’s fashion ambitions are gaining serious momentum, as the Kingdom invests significantly in building its creative economy and positioning itself as a global style hub. Under Vision 2030, fashion has emerged as a key pillar of diversification, supported by strategic funding and infrastructure. New creative academies, and internationally aligned events have positioned Saudi Arabia as an emergent powerhouse for design innovation, one determined to merge heritage and progress in equal measure.

Nowhere is this transformation more vividly displayed than at Riyadh Fashion Week, the capital’s marquee event that has swiftly evolved into a symbol of modern Saudi identity. Following its 2023 debut, this year’s edition amplifies its global reach, featuring both homegrown and international designers, avant-garde presentations, and immersive digital showcases that blur the line between technology and couture. The runways of Riyadh are instruments of cultural diplomacy, reflecting a nation in motion. A huge step forward is the inclusion of Vivienne Westwood in the lineup of Riyadh Fashion Week 2025 represents a signal moment for both the British label and the Saudi fashion ecosystem. For the first time, the event extended its official runway calendar to international houses, and Westwood was selected to open the week, a statement of intent from the organisers.

In parallel, the domestic fashion market has surged, forecasted to exceed $60 billion by 2025. A youthful, globally connected demographic, coupled with dynamic retail expansion and a thriving e-commerce scene, has propelled Saudi Arabia into one of the Middle East’s most promising creative economies. Designers are tapping into this momentum, weaving narratives that balance modesty and contemporary aesthetics, a combination that resonates beyond borders.

Yet the Kingdom’s creative ambitions extend far beyond clothing. A striking illustration came from Saudia, the national flag carrier, which made an unexpected yet resonant entrance into the world of fashion. During Riyadh Fashion Week, the airline unveiled its new ready-to-wear and lifestyle label, SV by Saudia, in a breathtaking runway presentation staged atop the Kingdom Center Tower. The collection bridged eight decades of aviation heritage with a forward-facing vision, marking a new chapter where flight and fashion intersect seamlessly.

Named after Saudia’s iconic IATA code, SV by Saudia embodies the spirit of travel through a distinctly modern lens. The launch of SV by Saudia reflects how one of the Middle East’s largest airlines, with a fleet of 149 aircraft serving 100 destinations across four continents, is extending its identity beyond aviation into lifestyle and design. With one of the youngest fleets in the region and service spanning all 26 domestic airports in Saudi Arabia, Saudia’s evolution mirrors the Kingdom’s own geared towards it's deeply proud of its roots aswell as modern connectivity. Through fashion, the airline now embodies a holistic form of cultural branding, merging travel and creativity into a singular national narrative. Presented under the theme “Live to Fly,” the debut line paid homage to both nostalgia and futurism, fusing aerodynamic silhouettes, elevated travel essentials, and subtle nods to the aesthetics of air travel. Each piece provokes the feeling of movement and aspiration, embodying the airline’s philosophy of individuality, and limitless exploration.

The collection was developed in close collaboration with creative director Mohammed Khoja, whose sensibility for blending Saudi heritage with contemporary craftsmanship gave the project a new life. His partnership with Saudia reflects a broader national ethos of praising local talent and authentic storytelling as vehicles for international recognition. Saudia extended its legacy from the skies into the creative realm with this presentation, transforming its identity from carrier to cultural ambassador.

Initiatives like SV by Saudia and the continued success of Riyadh Fashion Week demonstrate the Kingdom’s holistic approach to cultural reinvention. By intertwining fashion, travel, and national identity, Saudi Arabia is crafting a new narrative that celebrates creativity as both a symbol of progress and a source of pride. A distinct Saudi modernity is taking shape from the runways to the skies, changing how the world perceives the intersection of luxury, innovation, and tradition through a Middle Eastern perspective.