Loewe Marketing Chief Charlie Smith Departs for UK Tech Firm Nothing

"Smith worked alongside star designer Jonathan Anderson, who left Loewe for LVMH stablemate Dior earlier this year, and chief executive Pascale Lepoivre to steer Loewe's image during a period of rapid growth. The luxury brand steadily transitioned from an arty, niche label to one with mass-media currency and cross-generational awareness, complementing efforts like the Loewe Craft Prize with celebrity tie-ups that included Maggie Smith, Jamie Dornan and more. Smith oversaw collaborations with Studio Ghibli and On Running and developed Loewe's viral TikTok strategy."

"This year, Smith helped to onboard new creative directors Lazaro Hernandez and Jack McCollough, keeping up the brand's heat with a saturated, smouldering first campaign shot by Talia Chetrit and a well-received debut runway show. "While my chapter draws to a close, the brand will continue to go from strength to strength," Smith said in a statement."

"Come January, Smith will join Nothing as its chief brand officer, overseeing brand, image, marketing, communications and store design. Nothing was founded in 2020 with the aim of providing an alternative to smartphone incumbents like Apple and Samsung and putting "design, excitement, and human connection back at the centre of technology," the company says. In September, Nothing raised $200 million in a Series C funding round that valued the firm at $1.3 billion."

Charlie Smith is leaving Loewe after seven years as chief marketing and communications officer to join Nothing as chief brand officer in January. At Loewe, he collaborated with Jonathan Anderson and CEO Pascale Lepoivre to reposition the brand from an arty niche label to broader mass-media and cross-generational prominence, overseeing celebrity tie-ups, collaborations with Studio Ghibli and On Running, and a viral TikTok strategy. He helped onboard creative directors Lazaro Hernandez and Jack McCollough and supported a high-profile campaign and runway show. Nothing, founded in 2020, raised $200 million in a Series C at a $1.3 billion valuation.

Read at The Business of Fashion