Creative agency Nothing has named Loewe’s chief marketing and communications officer, Charlie Smith, as its new chief brand officer.
Smith will serve on the agency’s executive team and will oversee the firm’s global brand, image, marketing, communications and store design.
During his time at Loewe, Smith oversaw collaborations with Studio Ghibli, On Running and Suna Fujita, a Japanese ceramic duo. He was responsible for developing the fashion house’s viral TikTok strategy and orchestrated partnerships that included dressing Beyoncé for her world tour and Rihanna at the Superbowl.
He was named in Forbes’ list of the most entrepreneurial and most influential CMOs in the world in 2025.
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“Over the last 7 years, I’ve been fortunate to work with Jonathan Anderson, Pascale Lepoivre, and a fantastic team at Loewe,” he said.
“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.”
He will start in January and will report to CEO and co-founder Carl Pei.
“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,” Pei said.
“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.”
