Charlie Smith Joins Nothing as Chief Brand Officer

Nothing has appointed Charlie Smith, chief marketing and communications officer at Loewe, as chief brand officer. Charlie will serve on Nothing’s executive team and oversee all global brand, image, marketing, communications, and store design, reporting to co-founder and CEO Carl Pei.

“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."

Charlie led Loewe through exceptional growth and established the House as a pioneer in modern marketing. Under his leadership, Loewe was named Lyst's hottest brand in Q2 of 2023 and 2024, and Q1 of 2025. He oversaw innovative collaborations with Studio Ghibli, On Running and Japanese ceramic duo Suna Fujita, developed Loewe’s viral TikTok strategy, and orchestrated high-profile partnerships that included dressing Rihanna at the Super Bowl and Beyoncé on her world tour, as well as campaigns featuring Dame Maggie Smith, Sir Anthony Hopkins and Daniel Craig.Charlie has been named in both Forbes’ lists of the most entrepreneurial and most influential CMOs in the world in 2025.

“Over the last seven 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.”

Charlie will start at Nothing in January.