Frida Zetterström on Urban Reflective Fashion – Styling Tips for Everyday Outfits

She has covered fashion for more than 15 years and is today a recognised voice in TV and radio. Smart in the dark meets Swedish fashion expert Frida Zetterström to talk about urban reflective fashion, why design and innovation matter – and how reflection fashion can move from practical necessity to a natural fashion accessory.

We also discuss how reflective details can be seamlessly integrated into everyday city looks, becoming a stylish element that feels just as natural aesthetically as it is effective for visibility after dark.

Fashion as a Form of Communication

Frida Zetterström wears many hats. Trained as a journalist, she is also a stylist, fashion expert, lecturer and trend analyst. With years of experience in the fashion industry and a strong interest in fashion as communication, she has closely followed, analysed and interpreted the Swedish fashion scene.

“I never had the ambition to become a designer,” Frida explains. “What has always interested me is the communicative side of fashion.”

Perhaps that is why she moves so effortlessly between different creative worlds. With a background in dance and performing arts, she has always viewed clothing as more than just garments – fashion is expression, storytelling and identity. When asked what she enjoys most about her work, the answer comes quickly.

“The variation,” she says. “And the incredible opportunity to meet people from completely different worlds – that really is a privilege.”

Reflective Fashion – From Function to Fashion Statement

Despite knowing that reflective elements save lives, usage remains low – especially among young people. According to M Sweden, only six percent of Swedish teenagers regularly wear reflective details.

When the conversation turns to why both adults and young people avoid wearing safety reflectors, Frida points to two clear explanations.

“Historically, teenagers often rebel against what the adult world tells them to do,” she says. “That might be wearing a seatbelt, coming home on time – or wearing reflectors.”

The second reason is more visual. For a long time, reflective products have been associated with two extremes: small children and sportswear. Either a dangling plastic reflector on a zipper, or a highly technical reflective detail on athletic clothing.

“That perception is slowly changing,” Frida says, “but historically, it hasn’t looked very different.”

In functional settings – running, cycling, training – reflective clothing is already a given. But as a fashion accessory, reflective fashion has long struggled to find its place in the everyday wardrobe. That is now starting to shift, as urban reflective fashion evolve from basic safety items into thoughtfully designed accessories where function meets Scandinavian style.

Styling Tips – How to Integrate Reflective Fashion Into Your Look

According to Frida, the key to reflective fashion is to treat reflective elements as accessories rather than equipment – details that belong naturally in an urban wardrobe. When reflective fashion is designed with style in mind, it becomes something you want to wear, not something you feel you should wear.

“Accessories can be the key,” she says. “Working with reflective elements as accessories – for example on a coat, or integrated into a handbag strap.”

Frida herself uses reflective accessories in different ways. Her favourites include removable reflective armbands worn daily, as well as lightweight reflective details for more active moments like power walks or running. And of course, her dog – who made a brief appearance during the interview – is always equipped with a reflective leash for evening walks.

5 Stylish Reflective Accessories That Elevate Your Outfit

• Reflective shawl
  A soft and elegant reflective scarf that works beautifully with a blazer or coat, while providing visibility after dark. Reflective ruffle details along the edges add both style and function to your look.
• Reflective belt
  Worn like a statement belt over a coat or jacket, the reflective belt combines Scandinavian design with adjustable functionality. A refined accessory suitable for both everyday wear and evening outfits.
• Reflective beanie
  A smart piece featuring 360-degree reflective patterns. The stylish reflective beanie is available in various colours, designs and thicknesses – ideal for city life, commuting, school or evenings out.
• Bag charm – reflective accessory
  Bag charms are a strong fashion trend among both adults and teens. These reflective accessories work as jewellery by day and become visible safety details at night. Choose from hearts, bows, knots or ELNA reflective charm.
• Reflective arm band
  Minimalist reflective bands that remain visible from all angles in traffic. Easy to move between coats and jackets, they add a subtle design detail while enhancing safety. Available in both wrinkled and sleek styles for arms and legs.

All products from Smart in the Dark combine Scandinavian design, premium quality and high reflectivity – ensuring visibility without compromising on style.

The Future of Reflective Fashion

Our final question to Frida concerns the future of reflective fashion and whether reflective accessories can become a natural part of everyday wardrobes. She is optimistic and firmly believes in product innovation.

By making reflective fashion more exciting, accessible and desirable, people will want to wear it. The future of reflective fashion, she believes, lies in urban reflective fashion – where smart design, Scandinavian aesthetics and functionality meet in pieces people actually want to wear.

When design and function come together, reflective elements can move beyond safety necessities and become an integrated part of modern fashion, rooted in Scandinavian minimalism and Swedish design values.

Smart in the dark thanks Frida Zetterström for the interview. For more smart styling tips and trend insights, you can listen to Frida’s podcast Tre är en trend(link to Spotify).

Ready to make reflective fashion part of your everyday style?
Explore Scandinavian-designed reflective clothes and accessories by Smart in the dark – where safety meets modern street fashion.

Shop Reflective Fashion