Prada's new bag proves it's what's inside that counts

In the short film created by Steven Meisel for Prada's FW15 womenswear campaign, models (including Maartje Verhoef and Greta Varlese) portray a gentle vision of youth, complete with high ponytails, floral hair pins and softened cheeks and lips.

Keeping their hyper-femininity in check, however, are the surprisingly gritty sounds of Atlanta hip hop duo Run The Jewels. It's a fitting duality, given the campaign's pièce de résistance is the new Inside Bag, which boasts polite top handles that open to reveal a practical, second bag cleverly concealed inside.

Available in crocodile, ostrich and calf leathers, the bag is entirely customisable in colour: think rich tan, classic black, candy pink, and muted berry.

The Inside Bag speaks to the spirit of Prada: carefully considered, never without purpose and aware that it's truly what's inside that counts.

The Inside Bag is available from Prada boutiques from Monday, July 6.