Charli XCX has joined Nothing as its first global ambassador and shareholder, and the company is launching a global campaign starring her today.

The campaign images and video were shot by Aidan Zamiri, with Charli XCX wearing Nothing Headphone (a), the brand's over-ear headphones that promise 135 hours of playtime without a recharge. The collaboration arrives as the singer's post-Brat release cycle gathers pace after she dropped Rock Music last Friday, the first single from the anticipated follow-up to her 2024 album Brat.

Charli said she loves how Nothing's headphones sound and are designed, and that the brand's focus on creatives is part of what she looks for in a partner. She said the shoot felt intimate and collaborative, describing it as a project made with her creative friends, including Zamiri, stylist Chris Horan and creative director Imogene Strauss. She also said Nothing wanted to let her present how she engages with music in her own way.

The partnership was already in motion in Nothing's own thinking. Charlie Smith said Charli XCX was mentioned in the first brand strategy presentation he gave at Nothing as an embodiment of rebellious creativity, and said the company wanted a partner with real commitment and a genuine stake in what it is building. He added that younger audiences can tell when brands are being authentic, and that bringing Charli in as the company's first global brand ambassador with skin in the game reflects that.

The deal lands at a moment when both sides have momentum. Brat generated more than $22.5 million in media impact value in its first month, and the new single has reset attention on what comes next from Charli. For Nothing, the tie-up follows a run of rapid growth: the company says it has surpassed two billion in lifetime revenue and closed almost $1 billion in 2025 alone.

What makes the move notable is that it is not being framed as a one-off endorsement. Nothing is putting Charli into the center of its identity just as the brand says its community has shaped it from day one, and Charli is stepping in with ownership as well as visibility. The message is clear: this is a creative alliance built to last, not a campaign that ends when the ads do.