Charlie Smith joins Nothing as chief brand officer

LONDON: Nothing has snapped up Charlie Smith as its new chief brand officer. Smith, formerly chief marketing and communications officer at luxury brand Loewe, will join the company’s executive team in January, reporting directly to co-founder and CEO Carl Pei.

At Loewe, Smith became a master of blending creativity, culture, and commerce. He led the brand through a period of remarkable growth, earning recognition as Lyst’s hottest brand across multiple quarters and steering high-profile collaborations with Studio Ghibli, On Running, and Japanese ceramics duo Suna Fujita. His campaigns also dressed stars like Rihanna at the Super Bowl and Beyoncé on her world tour, while enlisting legends such as Maggie Smith, Anthony Hopkins, and Daniel Craig for attention-grabbing campaigns.

Carl Pei said, “Charlie has thrived at the intersection of luxury, creativity and technology. Our goal is to make Nothing the most loved tech brand for the next generation, and Charlie is perfectly placed to help us redefine what’s possible.”

Reflecting on his move, Smith said, “After seven incredible years at Loewe, it’s time for a new adventure. Nothing’s mission to make technology fun, culturally connected, and empowering really resonates with me. I can’t wait to bring a touch of luxury creativity to consumer tech and challenge the status quo.”

Smith’s arrival signals Nothing’s ambition to merge culture, design, and tech in fresh, playful ways, making the brand more than just gadgets but a statement of lifestyle and personality.