Nothing Appoints Charlie Smith To Lead Global Brand Strategy

In this role, Smith will join Nothing’s executive team and oversee global brand strategy, marketing, communications, and store design, reporting directly to co-founder and CEO Carl Pei.

Charlie Smith joins Nothing from Loewe, where he served as Chief Marketing & Communications Officer. At Loewe, he drove exceptional growth and positioned the brand as a leader in modern marketing. Under his leadership, Loewe was recognized as Lyst’s hottest brand in Q2 2023 and 2024, and Q1 2025.

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Smith spearheaded high-profile collaborations with Studio Ghibli, On Running, and Japanese ceramic duo Suna Fujita, developed Loewe’s viral TikTok strategy, and executed partnerships dressing Rihanna at the Super Bowl and Beyoncé on her world tour, alongside campaigns featuring Dame Maggie Smith, Sir Anthony Hopkins, and Daniel Craig.

In 2025, he was named on Forbes’ lists of the most entrepreneurial and most influential CMOs globally.

Carl Pei, CEO, Nothing, said, “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. 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 Smith said, “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.”

Nothing, a London-based consumer technology company founded in 2020, recently raised $200 million in a Series C funding round, bringing its valuation to $1.3 billion.