Central to models and methodology in industrial design is the idea that we handle a problem in the design process; we solve a problem given in the brief. This does not make sense in fashion design. What is then the basic creative turn in fashion design all about? We suggest replacing “solving a problem” by “introducing a difference” as a central notion for explaining the creative turn in fashion design.We sketch a more precise model of this as a background for a general discussion about how we frame and explain creativity through methods and techniques of systematic artistic work.