This paper investigates the potential impact of deep generative models on the work of creative professionals, specifically focusing on fashion design. We argue that current generative modeling tools lack critical features that would make them useful creativity support tools, and introduce our own tool, generative.fashion 1 , which was designed with theoretical principles of design space exploration in mind. Through qualitative studies with fashion design apprentices, we demonstrate how generative.fashion supported both divergent Permission to make digital or hard copies of part or all of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for third-party components of this work must be honored. For all other uses, contact the owner/author(s).