Nothing has named Charli xcx as its first-ever global brand ambassador, marking a major new chapter for the London-based consumer tech company.
The partnership also sees the artist join the brand as a shareholder, signalling a deeper creative relationship than a typical endorsement deal. Charli joins a growing list of high-profile figures connected to Nothing, including The Weeknd, Casey Neistat and Swedish House Mafia, as the company continues to position itself at the intersection of technology and culture.
The collaboration launches with a new global campaign titled NOTHING (CHARLI XCX), shot in London by Charli’s longtime visual collaborator Aidan Zamiri. The campaign spotlights Nothing’s new headphone (a), highlighting its 135-hour battery life through visuals that follow Charli wearing the headphones for five straight days.
Nothing CEO Carl Pei described the partnership as part of the brand’s mission to bring more personality and creative energy into consumer tech, aligning with Charli’s boundary-pushing approach to pop culture.
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