Nothing has signed Charli XCX as its first global ambassador

Carl Pei’s brand is ushering in a new era with the announcement of its most ambitious collaboration to date.

Charli XCX has officially become the first global ambassador and shareholder of Nothing, the electronics brand that continues to build a strong network of collaborators and investors linked to the cultural scene. This move comes as no surprise given the British artist’s influence within experimental pop and the futuristic aesthetic and hyperpop sound she can bring to the collaboration. The brand has previously been joined by big names such as The Weeknd, Swedish House Mafia and Casey Neisat, amongst others.

“When I’m creating, I always think about how my work will be received by the world,” says the singer, whilst expressing her admiration for Nothing’s approach to audio design and its ongoing support for creatives.

The campaign accompanying the advert is directed by Aidan Zamiri, is titled “NOTHING (CHARLI XCX)”, and was filmed in London. It features the new Nothing (a) earphones, which Charli uses non-stop for five days to demonstrate their 135-hour battery life – a figure described as industry-leading.