Charlie Smith joins Nothing as chief brand officer

Nothing has announced the appointment of Charlie Smith, currently chief marketing and communications officer at Loewe, as its chief brand officer. Smith will join the company in January and become part of Nothing’s executive team, overseeing global brand, image, marketing, communications and store design. He will report directly to co-founder and CEO Carl Pei.

Pei said Smith’s experience across luxury, creativity and technology aligns with Nothing’s ambition to build a tech brand that resonates with the next generation. He noted that Smith has helped position Loewe as a culturally relevant brand for Gen Z audiences worldwide.

Smith joined Loewe in 2018 and led the brand through a strong period of growth. Under his leadership, Loewe was named Lyst’s hottest brand in Q2 2023, Q2 2024 and Q1 2025. He oversaw collaborations with Studio Ghibli, On Running and Suna Fujita, and developed the brand’s TikTok strategy, which contributed to its wider cultural presence. His tenure also included high-visibility partnerships such as dressing Rihanna at the Super Bowl and Beyoncé during her world tour, along with campaigns featuring Dame Maggie Smith, Sir Anthony Hopkins and Daniel Craig. In 2025, he was featured in Forbes’ lists of the most entrepreneurial and most influential CMOs globally.

Reflecting on his time at Loewe, Smith said he had the opportunity to work closely with Jonathan Anderson, Pascale Lepoivre and the wider team. He added that Loewe will continue to grow under its new creative leadership. Smith said he is looking forward to joining Nothing, working with Pei and applying insights from luxury fashion to consumer technology. He noted that Nothing’s mission to make technology enjoyable, culturally connected and supportive of everyday life strongly resonates with him.