Charli XCX has become the first global ambassador and shareholder for tech brand Nothing, according to Nothing’s chief brand officer, Charlie Smith. This collaboration highlights the mutual commitment between Charli XCX and the tech company.
Creativity and Technology
Charli XCX expressed her enthusiasm for working with Nothing, noting their shared focus on creativity. “When I’m creating, I’m always thinking about how my work will be experienced out in the world, and I love how Nothing headphones sound and are designed,” she said.
Her new song “Rock Music,” dropped last Friday, is the first single from her upcoming album, following 2024's “Brat,” which generated over $22.5 million in media impact value within its first month. The album “Brat” became a cultural touchstone, characterized by a less-than-perfect aesthetic opposing “quiet luxury.”
New Campaign and Longstanding Partnerships
The global campaign featuring Charli XCX launches today, showcasing Nothing Headphone (a) with 135 hours of playtime. The campaign's concept, “like the world is moving around me while I just stay locked into my music,” was photographed by Aidan Zamiri, a longtime collaborator of Charli XCX. She expressed the personal nature of the shoot, which involved close friends like stylist Chris Horan and creative director Imogene Strauss.
Strategic Growth and Expansion
Nothing, which has exceeded two billion in lifetime revenue, aims to expand further by opening stores in San Francisco and New York, enhancing its presence in the US market. The company, founded by Carl Pei in 2020, has seen rapid growth, closing nearly $1 billion in 2025 alone.
The company recently raised $200 million in a Series C round, valuing it at $1.3 billion. With plans to enhance its physical retail presence, Nothing is currently stocked on Amazon but aims to expand its footprint significantly.
Building Culture with Tech
Smith, formerly of Loewe, believes in integrating technology with culture, emphasizing the playful and creative aspects that Charli XCX embodies. “Tech has kind of become a bit boring and perfect. There is a lot of glass and aluminum,” Smith explained. “We want to bring back fun and lightheartedness, and Charli stands for that kind of playfulness.”
The partnership with Charli XCX and Smith’s leadership signal Nothing’s ambitions to intersect technology and culture, offering a fresh, creative approach to tech products.
Source: https://www.vogue.com/article/charli-xcx-invests-in-nothing
