Charlie Smith Takes Charge as Chief Brand Officer at Nothing
Charlie Smith was previously Chief Marketing & Communications Officer at Loewe
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Published: Dec 2, 2025 1:09 PM | 2 min read
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- Nothing has appointed Charlie Smith as its new Chief Brand Officer, effective January.
- Prior to this role, Smith served as Chief Marketing & Communications Officer at Loewe.
- He will oversee global brand strategy, marketing, communications, visual identity, and store design at Nothing, reporting directly to co-founder and CEO Carl Pei.
- Smith expressed enthusiasm for the transition from luxury fashion to consumer technology, emphasizing the importance of joyful and culturally relevant technology.
Nothing has named Charlie Smith as its new Chief Brand Officer.
Before joining the company, Charlie served as Chief Marketing & Communications Officer at Loewe.
In his new position, he will join Nothing’s executive team and oversee global brand strategy, marketing, communications, visual identity, and store design. He will report directly to co-founder and CEO Carl Pei.
Carl Pei said, “Charlie has operated at the intersection of luxury, creativity, and technology, playing a key role in making Loewe a major Gen Z-led global brand. Our aim is to build the most loved tech brand for the next generation, and Charlie is the ideal person to help redefine what consumer technology can be.”
Sharing his thoughts on the move, Charlie said, “Working with Jonathan Anderson, Pascale Lepoivre, and the fantastic team at Loewe over the last seven years has been an unforgettable experience. As the brand enters a new phase, this felt like the right moment for me to take on a fresh challenge.
“I’m excited to join Nothing and collaborate with another visionary leader, Carl Pei. I’m looking forward to shaking things up and helping build a more creative and meaningful future for technology. Moving from luxury fashion to consumer tech is a big shift, but one that motivates me. Nothing’s belief that technology should be joyful, culturally relevant, and improve everyday life truly speaks to me.”
Charlie will officially step into his new role in January.
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