London: Nothing, the consumer technology company co-founded by Carl Pei, has announced that Charlie Smith, formerly Chief Marketing & Communications Officer at Loewe, is joining the company as Chief Brand Officer. Smith will serve on Nothing’s executive team and oversee global brand, marketing, communications, image, and store design, reporting directly to Pei.
Commenting on the appointment, Carl Pei, Co-founder and CEO of 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.”
During his tenure at Loewe, Smith led the brand through an exceptional period of growth, establishing it as a pioneer in modern marketing. He oversaw innovative collaborations with Studio Ghibli, On Running, and Japanese ceramic duo Suna Fujita, and developed Loewe’s viral TikTok strategy. Smith also orchestrated high-profile partnerships, dressing Rihanna at the Super Bowl and Beyoncé on her world tour, along with campaigns featuring Dame Maggie Smith, Sir Anthony Hopkins, and Daniel Craig. Under his leadership, Loewe was named Lyst’s hottest brand in Q2 2023, Q2 2024, and Q1 2025. He was also recognized in Forbes’ 2025 lists of the most entrepreneurial and most influential CMOs globally.
Reflecting on his new role, 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.”
Charlie Smith is set to join Nothing in January 2026, bringing his experience in luxury branding and innovative marketing to the consumer technology space.
