Until now, the use of artificial intelligence (AI) in the fashion industry has focused mostly on streamlining processes and increasing sales conversion. Areas which have traditionally taken precedence have been: finding efficiencies through automation, detecting product defects and counterfeit goods with image recognition and increasing sales conversion through personalised styling. Creative uses of AI have been underexplored, but pose a mammoth opportunity for an industry rapidly digitising its design and presentation methods during the pandemic and most likely afterwards too. Why is creative AI so underutilised in and what are the nascent opportunities for designers and brands? Is the use of AI in fashion design and presentations inevitable?