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So what's wrong with all the "normal" school bags out there?
1) They are normal;
2) They are seen everywhere.
The school bag should be part of your kids outfit! Hence, you should consider different styles of school bags like you would with designer kids clothes.
The "Les Culottes Courtes" Blog drew my attention to this and they show some great school bags on their blog that you should definitely check out. Here is an example taken from their blog:
You can see their blog post here with other pictures and more info. You should definitely take a look at it!