Recent Generative AI advancements, resulting in sophisticated image-generation tools, are revolutionising the Cultural and Creative Industries, impacting the entire value chain. In fashion design, these tools have become integral to the industry pipeline, supporting designers at various stages of creative processes. In particular, by leveraging vast datasets to generate synthetic images, AI has the potential to transform fashion archives into dynamic resources, enabling brands to explore and reimagine their visual heritage. Within this transformative context, the paper explores how designer-AI co-created outputs can be applied across three distinct areas of fashion design: Product development, Communication, and Retail. Through case studies analysis, three trajectories are delineated to enhance fashion visual language and renew creative processes. Ethical issues related to reconfiguring the fashion designer’s role will be addressed, contributing to the ongoing debate on the relationship between human and AI creativity.