diff --git a/doc/configuration.rst b/doc/configuration.rst
index 8a980bba..14169358 100644
--- a/doc/configuration.rst
+++ b/doc/configuration.rst
@@ -135,6 +135,12 @@ Options
      * buildinstall
      * iso
      * live
+     * image-build
+
+       .. note::
+
+           Image building is not run per-architecture. If you want to mark it
+           as failable, specify it in a block with arch set as ``*``.
 
     Please note that ``*`` as a wildcard matches all architectures but ``src``.
 
diff --git a/pungi/phases/image_build.py b/pungi/phases/image_build.py
index 7c503d28..0d85ae15 100644
--- a/pungi/phases/image_build.py
+++ b/pungi/phases/image_build.py
@@ -133,6 +133,17 @@ class CreateImageBuildThread(WorkerThread):
 
     def process(self, item, num):
         compose, cmd = item
+        try:
+            self.worker(num, compose, cmd)
+        except:
+            if not compose.can_fail(cmd['image_conf']['variant'], '*', 'image-build'):
+                raise
+            else:
+                msg = ('[FAIL] image-build for variant %s failed, but going on anyway.'
+                       % cmd['image_conf']['variant'])
+                self.pool.log_info(msg)
+
+    def worker(self, num, compose, cmd):
         arches = cmd['image_conf']['arches'].split(',')
 
         mounts = [compose.paths.compose.topdir()]
diff --git a/tests/test_compose.py b/tests/test_compose.py
index a23bf31f..556a49a8 100755
--- a/tests/test_compose.py
+++ b/tests/test_compose.py
@@ -40,6 +40,9 @@ class ComposeTestCase(unittest.TestCase):
         self.assertFalse(compose.can_fail(None, 'x86_64', 'live'))
         self.assertTrue(compose.can_fail(None, 'i386', 'live'))
 
+        self.assertTrue(compose.can_fail(variant, '*', 'buildinstall'))
+        self.assertFalse(compose.can_fail(variant, '*', 'live'))
+
     @mock.patch('pungi.compose.ComposeInfo')
     def test_get_image_name(self, ci):
         conf = {}
diff --git a/tests/test_imagebuildphase.py b/tests/test_imagebuildphase.py
index 2e59d267..91026eac 100755
--- a/tests/test_imagebuildphase.py
+++ b/tests/test_imagebuildphase.py
@@ -11,6 +11,7 @@ import sys
 sys.path.insert(0, os.path.join(os.path.dirname(__file__), ".."))
 
 from pungi.phases.image_build import ImageBuildPhase, CreateImageBuildThread
+from pungi.util import get_arch_variant_data
 
 
 class _DummyCompose(object):
@@ -55,6 +56,7 @@ class _DummyCompose(object):
             'Everything': mock.Mock(uid='Everything', arches=['x86_64', 'amd64']),
         }
         self.im = mock.Mock()
+        self.log_error = mock.Mock()
 
     def get_arches(self):
         return ['x86_64', 'amd64']
@@ -62,6 +64,10 @@ class _DummyCompose(object):
     def get_variants(self, arch=None, types=None):
         return [v for v in self.variants.values() if not arch or arch in v.arches]
 
+    def can_fail(self, variant, arch, deliverable):
+        failable = get_arch_variant_data(self.conf, 'failable_deliverables', arch, variant)
+        return deliverable in failable
+
 
 class TestImageBuildPhase(unittest.TestCase):
 
@@ -387,6 +393,102 @@ class TestCreateImageBuildThread(unittest.TestCase):
             self.assertEqual(data['format'], image.format)
             self.assertEqual(data['type'], image.type)
 
+    @mock.patch('pungi.phases.image_build.KojiWrapper')
+    @mock.patch('pungi.phases.image_build.Linker')
+    def test_process_handle_fail(self, Linker, KojiWrapper):
+        compose = _DummyCompose({
+            'koji_profile': 'koji',
+            'failable_deliverables': [
+                ('^.*$', {
+                    '*': ['image-build']
+                })
+            ]
+        })
+        pool = mock.Mock()
+        cmd = {
+            "format": [('docker', 'tar.xz'), ('qcow2', 'qcow2')],
+            "image_conf": {
+                'install_tree': '/ostree/$arch/Client',
+                'kickstart': 'fedora-docker-base.ks',
+                'format': 'docker',
+                'repo': '/ostree/$arch/Client',
+                'variant': compose.variants['Client'],
+                'target': 'f24',
+                'disk_size': 3,
+                'name': 'Fedora-Docker-Base',
+                'arches': 'amd64,x86_64',
+                'version': 'Rawhide',
+                'ksurl': 'git://git.fedorahosted.org/git/spin-kickstarts.git',
+                'distro': 'Fedora-20',
+            },
+            "conf_file": 'amd64,x86_64-Client-Fedora-Docker-Base-docker',
+            "image_dir": '/image_dir/Client/%(arch)s',
+            "relative_image_dir": 'image_dir/Client/%(arch)s',
+            "link_type": 'hardlink-or-copy',
+        }
+        koji_wrapper = KojiWrapper.return_value
+        koji_wrapper.run_create_image_cmd.return_value = {
+            "retcode": 1,
+            "output": None,
+            "task_id": 1234,
+        }
+
+        t = CreateImageBuildThread(pool)
+        with mock.patch('os.stat') as stat:
+            with mock.patch('os.path.getsize') as getsize:
+                with mock.patch('time.sleep'):
+                    getsize.return_value = 1024
+                    stat.return_value.st_mtime = 13579
+                    t.process((compose, cmd), 1)
+
+    @mock.patch('pungi.phases.image_build.KojiWrapper')
+    @mock.patch('pungi.phases.image_build.Linker')
+    def test_process_handle_exception(self, Linker, KojiWrapper):
+        compose = _DummyCompose({
+            'koji_profile': 'koji',
+            'failable_deliverables': [
+                ('^.*$', {
+                    '*': ['image-build']
+                })
+            ]
+        })
+        pool = mock.Mock()
+        cmd = {
+            "format": [('docker', 'tar.xz'), ('qcow2', 'qcow2')],
+            "image_conf": {
+                'install_tree': '/ostree/$arch/Client',
+                'kickstart': 'fedora-docker-base.ks',
+                'format': 'docker',
+                'repo': '/ostree/$arch/Client',
+                'variant': compose.variants['Client'],
+                'target': 'f24',
+                'disk_size': 3,
+                'name': 'Fedora-Docker-Base',
+                'arches': 'amd64,x86_64',
+                'version': 'Rawhide',
+                'ksurl': 'git://git.fedorahosted.org/git/spin-kickstarts.git',
+                'distro': 'Fedora-20',
+            },
+            "conf_file": 'amd64,x86_64-Client-Fedora-Docker-Base-docker',
+            "image_dir": '/image_dir/Client/%(arch)s',
+            "relative_image_dir": 'image_dir/Client/%(arch)s',
+            "link_type": 'hardlink-or-copy',
+        }
+
+        def boom(*args, **kwargs):
+            raise RuntimeError('BOOM')
+
+        koji_wrapper = KojiWrapper.return_value
+        koji_wrapper.run_create_image_cmd.side_effect = boom
+
+        t = CreateImageBuildThread(pool)
+        with mock.patch('os.stat') as stat:
+            with mock.patch('os.path.getsize') as getsize:
+                with mock.patch('time.sleep'):
+                    getsize.return_value = 1024
+                    stat.return_value.st_mtime = 13579
+                    t.process((compose, cmd), 1)
+
 
 if __name__ == "__main__":
     unittest.main()