A vehicle seat component includes a side air bag module mounted on a frame within a trim cover that also covers a seat pad. An air bag guide includes flexible inner and outer panels that extend between a release seam of the trim cover and the air bag module to provide a guiding function to an inflating air bag. An inner extremity of the flexible outer panel is secured to frame by a connector including at least one lace secured to a single connection location of the frame. One embodiment has a single lace and another has a plurality of laces, specifically three, that converge toward the single connection location.