Nothing names Charli XCX its first Global Brand Ambassador and latest shareholder, marking a new stage for the London-based consumer technology brand. The partnership places Charli in the creative and business fabric of the company, expanding her role beyond a typical campaign look. Nothing frames the announcement as part of its broader push to bring personality, cultural energy and creative expression to a tech industry it sees as overly sophisticated and repetitive.
Since its launch five years ago, Nothing has built its identity around a direct challenge to the visual and emotional sameness of consumer technology. The brand entered a category shaped by minimal surfaces, controlled messaging, and products that often felt too similar from one release to the next. Nothing moved in a different direction with transparent design, sharper brand language and a clear interest in how technology can feel personal.
The company sees a clear parallel with Charli XCX. Her career has often focused on risk, instinct and a willingness to put raw personality on full display. While many artists refine their image into a more purely commercial form, Charli uses tension, exaggeration, humor and self-awareness as part of her creative language. This attitude gives the cooperation its logic. Nothing positions her as someone who understands how culture is shaped around strong creative decisions, direct visual codes, and work that resists easy packaging.
Nothing Chief Brand Officer Charlie Smith describes collaboration as a deeper creative alignment. “Charli XCX has spent her entire career rejecting the obvious path, and that’s exactly the philosophy behind Nothing. This isn’t a traditional endorsement. She’s a shareholder, a partner, and someone who shares our belief that technology should be a vehicle for creative expression. Charli is the perfect creative partner to build the future of technology and culture.”
Charli also associates collaboration with independence and creative control. “Nothing really feels different to me. I’ve always just wanted to do things on my own terms, and that’s exactly what they do, making things with personality that don’t look or feel like anything else. A creative partnership and becoming a shareholder was just a natural extension of that.”
As a shareholder, Charli joins a list of cultural figures who support Nothing as a company with ambitions beyond hardware. The brand has also received endorsements from The Weeknd, Casey Neistat and Swedish House Mafia, placing musicians, filmmakers and cultural voices in its wider history.
The first campaign under the partnership, titled NOTHING (CHARLI XCX)shot in London by Aidan Zamirilongtime visual partner of Charli. The graphics show Charli wearing the new one No Headphone(s) for five consecutive days, showing the device’s 135 hours of playtime. The campaign uses Charli’s presence to showcase the product through performance, durability and image, linking technical function with a clear cultural brand.
