The goal of this article is to propose a theoretical framework of collective creativity within an organizational design perspective and contribute to clarify this concept and how collective creativity can be purposefully managed. In particular, this study identifies relevant organizational variables for enhancing collective creativity and examines the relationship between collective creativity and organizational performance. The research draws upon a survey developed in the context of an in-depth collaborative research study with an Italian fashion design company. Since the theory on collective creativity is quite dispersed, the first part of the article attempts to define collective creativity and integrate different theoretical perspectives. Then, method and empirical findings are described. In the last part, the discussion illustrates why it is important for researchers and practitioners to be aware of the concept of collective creativity and the purposeful management of it.