Nothing has announced the appointment of Charlie Smith as its Chief Brand Officer. He has joined the company after serving as Chief Marketing and Communications Officer at Loewe since 2018. At Nothing, he has been placed on the executive team and has been tasked with overseeing global brand, image, marketing, communications, and store design, reporting directly to co-founder and CEO Carl Pei.
Smith has brought with him extensive experience from his tenure at Loewe, where he has led the brand through a period of significant growth. Under his leadership, Loewe has been named Lyst’s hottest brand in Q2 2023, Q2 2024 and Q1 2025. He has overseen collaborations with Studio Ghibli, On Running and Suna Fujita, shaped the brand’s TikTok strategy, and managed high-visibility partnerships including dressing Rihanna at the Super Bowl and Beyoncé on her world tour. He has also been recognised by Forbes in its lists of the most entrepreneurial and most influential CMOs in 2025.
Smith has been set to begin his role at Nothing in January.
“Charlie has worked at the intersection of luxury, creativity and technology, building Loewe into one of the most culturally relevant brands amongst Gen Z in the world,” Carl said. “Our vision is to create the most loved tech company for the next generation, and there’s nobody better placed than Charlie to help Nothing redefine what’s possible in consumer technology.”
“Over the last 7 years, I’ve been fortunate to work with Jonathan Anderson, Pascale Lepoivre, and a fantastic team at Loewe,” Charlie said. “A great new era has begun under Jack and Lazaro, and while my chapter draws to a close, the brand will continue to go from strength to strength.
“I can’t wait to join Nothing and another visionary, Carl Pei. I look forward to working with him to challenge the status quo and establish a brighter future for technology. I’m excited about moving from one creative, fast growing company to another, and the challenge of taking what I have learned from luxury fashion and applying it to consumer tech. Nothing has a mission that really resonates with me, which is that technology should be fun, should connect us to culture and enable us to live our lives to the fullest, rather than distracting us.”
