This feature originally appeared in the Vogue Business email newsletter but can be read below

Back in December, I interviewed Nothing CEO Carl Pei and incoming chief brand officer Charlie Smith on their plans for the headphone and smartphone maker to become the go-to tech creatives and Gen Z. This week, that branding strategy came to the fore: Nothing released its Headphone (a) and Phone (4a) series, alongside a Gen Z-coded marketing campaign that pitched '“obsession as an outlet for radical creativity” via “a counterculture of real-life enthusiasts” of the brand on social media. But can their young target audience buy into the brand?

Elsewhere, mobile fashion game Drest is expanding into jewelry, partnering with Cartier on a new in-app collection, Clash de Cartier, available from today. For Cartier, it’s an exercise in brand-building among younger luxury consumers. It comes as Drest reaches 500,000 active monthly users, with luxury brands increasingly exploring how to meet Gen Z where they’re at: video games.