The British artist enters a new era with Nothing while also becoming a shareholder in the tech company.
Charli XCX continues expanding her influence far beyond music. The British artist has been announced as the first-ever global ambassador for Nothing, the technology company founded by Carl Pei, in a strategic move that also makes her a shareholder in the brand.
The collaboration marks a new chapter for the company as it looks to strengthen its connection with pop culture and the creative industries. Known for constantly pushing boundaries across music, fashion and the internet, Charli XCX fits naturally into the visual and experimental universe that Nothing has built since its launch.
The global campaign, titled ‘NOTHING (CHARLI XCX)’, was photographed in London by Aidan Zamiri, one of the singer’s long-time collaborators. The visuals introduce the brand’s new headphones through a minimalist yet attitude-driven aesthetic that reflects both the artist’s identity and Nothing’s distinctive design language.
One of the campaign’s key elements focuses on battery life. According to the company, Charli wore the headphones continuously for five days to highlight the device’s impressive 135-hour battery performance, positioning it among the most competitive products currently on the market.
The singer’s addition also reinforces Nothing’s strategy of surrounding itself with figures closely linked to entertainment and creativity. Previous investors and collaborators connected to the brand include The Weeknd, Casey Neistat and Swedish House Mafia, further strengthening the idea of technology shaped by contemporary culture rather than traditional engineering alone.
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