Abstract: With the advent of the new era of consumption, the new“circle”interpersonal model of fashion consumption promotes the brand’s new development due to its shared, open and multi-layered interpersonal relationship chain, however, fashion brands, especially the permeation of their cultural values in communication, still faced difficulties. To this end, the paper constructs a new model of the cultural communication for fashion brands in the new era based on the communication circle network with the“Internet celebrity”as its core, aiming to create a new“circle”of interpersonal relationship based on the dissemination of brand culture, and promote the brand upgrading.

Key words: Internet celebrity; fashion communication; brand culture; circle relationship