On 20 March 2026, Prada launched its Jordan Wolfson collaboration campaign and audiences immediately accused it of being AI-generated. The controversy crystallised before Prada's clarification that AI was used only in post-production. This report analyses the episode as a structural case study in AI Image Governance: the gap between AI as an internal creative tool and AI as a public-facing brand deliverable. The analysis covers the Prada Group's financial inflection (net revenue €5.7 billion, +9%), the Versace integration, Miu Miu's +35% growth, and the governance imperative facing the group.

This report examines the anatomy of a crisis: executive and creative leadership changes, the divestiture of strategic assets, and the high-stakes appointment of Demna Gvasalia as Gucci's new Artistic Director. It includes a critical analysis of the AI-generated teaser campaign for the Primavera show (Milan, February 2026), developing the argument that the fundamental question for luxury is not whether to use AI, but whether the governance exists to use it without destroying brand authority.