In X-ray Fourier-transform holography, images are formed by exploiting the interference pattern between the X-rays scattered from the sample and a known reference wave. To date, this technique has only been possible with a limited set of special reference waves. We demonstrate X-ray Fourier-transform holography with an almost unrestricted choice for the reference wave, permitting experimental geometries to be designed according to the needs of each experiment and opening up new avenues to optimize signal-to-noise and resolution. The optimization of holographic references can aid the development of holographic techniques to meet the demands of resolution and fidelity required for single-shot imaging applications with X-ray lasers.