Nothing has appointed Charlie Smith as its new Chief Brand Officer, marking a significant addition to the company’s global leadership team. Smith joins the London-based tech brand after serving as Chief Marketing and Communications Officer at Loewe since 2018. In his new role, he will oversee worldwide brand strategy, creative direction, marketing, communications, and retail design, reporting directly to co-founder and CEO Carl Pei.
During his tenure at Loewe, Smith played a pivotal role in elevating the brand’s global cultural influence. Under his guidance, Loewe was ranked Lyst’s hottest brand in Q2 2023, Q2 2024, and Q1 2025. He drove high-impact collaborations with Studio Ghibli, On Running, and Suna Fujita, steered the brand’s successful TikTok strategy, and managed major cultural moments such as dressing Rihanna for the Super Bowl and Beyoncé during her world tour. His leadership also earned him recognition on Forbes’ lists of the most entrepreneurial and influential CMOs of 2025.
Smith will officially begin his journey with 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.”
Reflecting on his move, Smith shared, “Over the last 7 years, I’ve been fortunate to work with Jonathan Anderson, Pascale Lepoivre, and a fantastic team at Loewe. 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.”
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