The seasoned marketing and advertising executive, who spent seven years at the LVMH-owned fashion house, is moving to London to join the upstart maker of smartphones and audio products.

Charlie Smith is trading luxury fashion for tech and joining London-based smartphone-maker Nothing in January.

Previously chief marketing and communications officer at Loewe, he is to oversee all of Nothing’s global brand, image, marketing, communications and store design, reporting to cofounder and chief executive officer Carl Pei.

“It has been an amazing experience to be a part of LVMH for the last seven years where I’ve had the opportunity to learn so much from Jonathan Anderson, from Pascale Lepoivre and from Sidney Toledano as well as others within the group,” Smith Told WWD, referring to Loewe’s previous creative director, current CEO and the head of LVMH Fashion Group, respectively.