Developing collective creativity is viewed as a critical capability needed to sustain competitiveness within a variety of industries. The fashion design industry, with its seasonal cyclic demand, requires intense creativity over a short time cycle that repeats every three months. Such intensity in today's global economy relies on strong leadership to direct the creative designers, backed by precise management processes. These processes entail promoting extensive learning spread across a series of complex fields that go well beyond any single person and involve exchanging and integrating knowledge among individuals and groups. Drawing on literature in creativity and learning, this paper advances the proposal of a framework of collective creativity by design. The framework identifies the learning processes critical to developing collective creativity, the contextual features that regulate the process and the kinds of learning mechanisms that can be intentionally designed to foster collective creativity. The case study of an Italian fashion design company is used to illustrate and discuss the proposed framework. Implications for research and practice are then reviewed.