A new design methodology was developed to predict the collapse of reinforced soil walls or slopes caused by failure of the reinforcing elements. The rupture surface was modelled by a generalized log spiral selected by numerical optimization, and the conventional assumption of rigid–plastic deformation at wall collapse was not made. The limit equilibrium equations were established by examining the equilibrium of slices of soil parallel to the reinforcing elements. A strain-based criterion was used to model the initiation of wall collapse by breakage of reinforcement. The tensile forces in the reinforcing elements were determined based on, approximately, strain compatibility along the rupture surface. The proposed method can model reinforcement with nonlinear load extension response that depends on embedment, non-uniform distribution of reinforcement, and dilatancy of soil. An expedient numerical scheme for performing the analysis is presented to enable the routine use of the analysis in a design office. The proposed method was validated by comparing the predictions with published observations and finite element simulation of a reinforced soil wall. Key words : collapse, kinematics, limit equilibrium, numerical optimization, reinforced soil, strain.