I created a master’s thesis, but I use artificial intelligence. Now I need to rewrite it so that it doesn’t detect AI and plagiarism: This thesis explores reference as a key strategy in contemporary fash- ion over the past decade, examining how designers draw on art, ar- chitecture, archives, and broader cultural contexts to construct mean- ing, shape brand identity, and position themselves within the market. Through qualitative analysis of selected case studies, it considers how references are translated into coherent narratives and circulat- ed through fashion media and digital platforms. At the same time, the project acknowledges that not all designers rely on explicit citation. By comparing research-driven practices with more instinctual ap- proaches, the study argues that reference can operate as a structured methodology, while its absence may itself constitute a deliberate and equally meaningful creative stance. Links: &t=2531s