Prada is facing a multimillion-dollar legal dispute after a planned collaboration involving redesigned Rolls-Royce Corniche cars and designer Jonathan Riss was allegedly abandoned.
Riss, the founder of the Paris- and Hong Kong-based label Jay Ahr, has filed a lawsuit in Hong Kong's High Court seeking at least $5 million (approximately £3.7 million) in damages. The case centres on a proposed project known as 'Prada Strada,' which was intended to combine Prada's fashion identity with Riss' approach to transforming luxury vehicles and other high-end objects.
The lawsuit also names Prada chairman Patrizio Bertelli, fashion designer Miuccia Prada and their son, executive director Lorenzo Bertelli, as defendants.
How the Prada Strada Project Began
According to the lawsuit, Riss' relationship with Prada began in February 2024, when he was initially brought in to work on Prada's Galleria and Nylon bags.
The collaboration later developed into a broader 'neo-prototype' idea, combining Prada's design language with Jay Ahr's distinctive aesthetic. From there, the concept reportedly expanded into Prada Strada, envisioned as a global marketing and experiential platform.
At the centre of the proposal were redesigned Rolls-Royce Corniche cars. The project was intended to showcase the vehicles at major automotive and luxury events around the world, including exhibitions, rallies and Concours d'Elegance events.
The planned destinations reportedly included the United States, Italy, Switzerland, Monaco, France, Japan, China, South Korea and India.
Plans for at Least 10 Redesigned Rolls-Royces
A memorandum reportedly drafted in April 2025 outlined proposed deadlines and fees for the project.
Under the alleged arrangement, each redesigned Rolls-Royce was expected to cost approximately $900,000 (around £666,405), with at least 10 cars planned for international launches during 2026.
That would have made the automotive element of Prada Strada a substantial luxury undertaking. Riss' legal filing states that a Rolls-Royce transformed by Jay Ahr outside the Prada project would typically sell for around $1.5 million (about £1.1 million).
Riss claims he made significant investments in preparation for the collaboration, including purchasing three Rolls-Royce Corniche cars and spending money on design, technology and research.
The designer alleges that Prada subsequently behaved as though a binding partnership was in place, despite the final paperwork never being completed. The question of whether the parties had entered into an enforceable agreement is therefore likely to be an important part of the legal dispute.
Why the Collaboration Was Allegedly Put on Hold
The relationship reportedly changed in February 2026.
According to Riss' allegations, Lorenzo Bertelli contacted him through WhatsApp and said the project had been 'paused' for reasons relating to accountability.
Riss and his company, Ahrsenal Ltd, argue that the decision amounted to a unilateral repudiation of the partnership.
Prada has been approached for comment on the allegations. The claims made in the lawsuit have not been established as facts by a court.
Jonathan Riss Seeks More Than $5 Million
The legal action seeks at least $5 million in damages, but compensation is not the only remedy being requested.
Riss and Ahrsenal are also seeking restitution and payment for work already carried out, including Prada bags that Riss had reworked as part of the earlier stages of the relationship.
The plaintiffs are additionally asking for an injunction that would prevent Prada from independently pursuing the Prada Strada concept.
That request could become particularly significant if the project's ideas, designs or commercial plans are considered separately from the disputed relationship between the parties.
A Luxury Fashion and Automotive Crossover
The dispute highlights how far luxury fashion collaborations have expanded beyond traditional clothing and accessories.
Rather than simply producing a limited-edition handbag or fashion collection, Prada Strada was envisioned as an international platform connecting fashion, automotive design and experiential marketing.
For Riss, the proposed partnership also represented a natural extension of his work through Jay Ahr. The designer has become known for transforming existing luxury objects into one-off pieces, including handbags and Rolls-Royce vehicles. His automotive work is carried out through Ahrsenal, which is also a plaintiff in the lawsuit.
The proposed Prada collaboration would have taken that concept to a considerably larger scale, with multiple vehicles intended for international events and showcases.
What Happens Next?
The lawsuit now places the alleged Prada Strada agreement under scrutiny, with the parties' communications, memorandum and conduct potentially becoming important to the case.
At this stage, the allegations remain claims made by Riss and Ahrsenal. There has been no court finding that Prada breached a binding agreement, and the outcome of the dispute remains unresolved.
For Prada, the case comes at an unusual intersection of luxury fashion, automotive design and commercial contracts. For Riss, it represents an attempt to recover what he says were substantial investments made in anticipation of a major international collaboration.
What was initially conceived as a high-profile meeting of Prada's fashion heritage and Jay Ahr's unconventional approach to luxury design has now become a $5 million legal battle, with the future of the Prada Strada concept also hanging in the balance.
