Brand personality, which is “the set of human characteristics associated with a brand” (Aaker, J Mark Res 34(3):347–56, 1997), facilitates differentiating brands both theoretically and practically (Jun & Lee, J Mark Commun 1–34, 2024). It serves as a basis for building an impression in the short term (Fennis & Pruyn, J Bus Res 60(6):634–639, 2007), forming a bond with consumers (Sung & Kim, Psychol Mark 27(7):639–661, 2010) and influencing market values (Choi et al., Int J Contemp Hosp Manag 29(4):1185–1202, 2017). Michelson (We are what we wear. Women’s clothing reflects shift in identities, values, Forbes, 9 Jan 2024) stated “We are what we wear”. Brand personality perception plays an important role in brand advertising and communication, and different brand personality scales were developed or adapted to facilitate cross-cultural marketing communication to different ethnic groups. Cowan and Kosyk (Int Mark Rev 41(2):386–410, 2024) found that brand personality is still playing a central role in digital communications for fashion brands. Unfortunately, not a lot of people are aware of these resources. Luxury consumers are slightly different, usually seeking brands reflecting their own personalities or aspired personalities. The Brand Personality Scale for luxury (Heine, Electron J Bus Res Methods 7(1):25–38, 2009) and the Brand-Person Personality Congruence with different ethnic groups (Donvito et al., J Bus Res 120:462–472, 2020) are available to facilitate luxury fashion brand communication decisions. This desk research chapter aims at introducing brand personality and how brand personality scales were developed; increasing the awareness of ethnic diversities reflected by different published Brand Personality Scales; and suggesting brand advertising and communication strategies for fashion brand managers, including those for luxury markets.