Abstract Branded content appears to be the most promising frontier of contemporary companies’ strategies within our hyperconnected society. This new context requires brands to demonstrate an increasing capacity to engage customers in continuous interactions and cultural exchanges through on-going narratives co-created with their audiences and perceived as authentic components of their hybrid physical-digital daily experiences. Within the physical-digital networks of interactions, (fashion) brands assume a new social role largely as original contents’ producers and editors. Products lose their ultimate meaning while narrations that deliver brands’ values become the true reason the public engages in conversation with the brands and recognises their social and cultural influence as their actual value. Maintaining distance from the concept of Corporate Social Responsibility as a mere greenwashing act, this paper presents an exemplary design practice seeded and nurtured in Mumbai and later grown globally, rooted in the idea that social innovation and culturally intensive industries such as fashion can enfranchise social innovation.

中文翻译：

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通过社会创新从文化品牌到文化赋权：我是一名纱丽——一个设计驱动的印度案例研究

摘要 品牌内容似乎是我们高度互联的社会中当代公司战略中最有前途的前沿领域。这种新的环境要求品牌通过与受众共同创造并被视为其混合物理数字日常体验的真实组成部分的持续叙事，展现出越来越强的能力让客户参与持续的互动和文化交流。在互动的物理数字网络中，（时尚）品牌承担了新的社会角色，主要是原创内容的制作人和编辑。产品失去了最终意义，而传递品牌价值的叙事成为公众与品牌对话的真正原因，并将其社会和文化影响视为其实际价值。