This thesis explores the revival and rebranding of Singhaar a Pakistani traditional fashion brand originally launched in 2021 as a creative and culturally meaningful venture. Initially conceptualized as a business model to promote traditional menswear, Singhaar faced early challenges and was discontinued. However, in 2025, the brand is being reimagined with a renewed vision rooted in deeper connection and artistic foundations. The rebrand of Singhaar ثقافت کی عکاسی (Traditional Reflection), transforms into a narrative driven expression that intertwines luxury with traditional aesthetics.

Inspired by Sufi traditions and the richness of South Asian heritage, Singhaar now stands as a symbol of elegance, tradition and diversity. This thesis documents the creative process behind this transformation blending design, storytelling, and cultural symbolism to forge a unique identity in the fashion world. Through this rebranding, the work aims to spark a dialogue on how fashion can move beyond aesthetics to represent identity, pride, and a sense of belonging, ultimately creating a meaningful bridge between modern expression and timeless tradition.