London-based consumer technology company Nothing has announced that Charlie Smith, chief marketing and communications officer at Loewe, is joining the company as chief brand officer.  

Smith will serve on Nothing’s executive team and oversee all global brand, image, marketing, communications, and store design, reporting to co-founder and CEO, Carl Pei. He will start at the tech company in January.

Pei 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."

Smith stated, “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.”

He further added, “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.”

In a career spanning over 18 years, he has also worked with organisations such as McCann Erikson, Y&R London, and R/GA, among others.