Nothing names Charli XCX its first Global Brand Ambassador and latest shareholder, marking a new stage for the London-based consumer tech brand. The partnership places Charli inside the company’s creative and business structure, extending her role beyond a standard campaign appearance. Nothing frames the announcement as part of its broader push to bring personality, cultural energy, and creative expression into a tech industry it sees as overly polished and repetitive.
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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.
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The company sees a clear parallel with Charli XCX. Her career has often centered on risk, instinct, and a willingness to place raw personality in full view. While many artists refine their image into a cleaner commercial format, Charli uses tension, excess, humor, and self-awareness as part of her creative language. That attitude gives the partnership its logic. Nothing positions her as someone who understands how culture forms around strong creative decisions, direct visual codes, and work that resists easy packaging.
Nothing Chief Brand Officer Charlie Smith describes the partnership as a deeper creative alignment. “Charli XCX has spent her entire career rejecting the obvious path, and that’s exactly what Nothing’s philosophy is too. This isn’t a traditional endorsement. She’s a shareholder, a collaborator 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 tech and culture.”
Charli also connects the partnership to independence and creative control. “Nothing actually feels different to me. I’ve always just wanted to do things on my own terms, and that’s exactly what they’re doing, making stuff with personality that doesn’t look or feel like anything else. A creative partnership and becoming a shareholder just felt like a natural extension of that.”
As a shareholder, Charli joins a roster of cultural figures backing Nothing as a company with ambitions beyond hardware. The brand has also drawn support from The Weeknd, Casey Neistat, and Swedish House Mafia, placing musicians, filmmakers, and cultural voices inside its wider story.
The first campaign under the partnership, titled NOTHING (CHARLI XCX), was shot in London by Aidan Zamiri, Charli’s long-time visual collaborator. The visuals feature Charli wearing the new Nothing headphone (a) for five days straight, pointing to the device’s 135 hours of playtime. The campaign uses Charli’s presence to introduce the product through performance, stamina, and image, tying technical function to a clear cultural signal.
