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JEDDAH: In the Kingdom's culinary arts scene, food styling, while a key ingredient, remains a niche career. But a culinary artist quickly makes a name for himself by plating with style.

Rawan Shouman's interest in food styling – the process of staging food to look as attractive and appealing as possible for photography or video – began during her university days, just before the global pandemic, when she decided to help a photographer friend.

“With a passion for cooking and photography, styling seemed like a natural fit,” she told Arab News.

While a cooking background isn't necessary for styling, it's proven to be a bonus in Shouman's case. “Knowing how to speak the language of the chef and the language of the photographer is critical to communication,” she said.

Shouman said she has “always loved cooking and photography, so styling seemed convenient because it combines both.”

The result is a career that combines food styling, set and prop design, and creative direction.

Shouman invested money she earned as a stylist in the specialized equipment needed for photography and video.

But with food styling relatively new to the kingdom, she faced challenges establishing herself professionally.

“Most of us fake it and know what we're doing until we actually do it,” she said. But with hard work, determination and a good portfolio, she convinced clients to work with her.

So, what exactly does a food stylist do? “We work with chefs to produce the best quality food, either in restaurants or on commercial sets, where I employ a production chef on my team,” Shouman said. “With their culinary skills and my styling tricks and visions, we develop the best looking end products.”

Every project is different and has its own needs and budgets. A stylist's work ends at the end of the shoot, but Shouman also gets involved in pre- and post-production.

“The creative process starts with the client's needs, then comes ideation and planning,” she said. “We prepare for the shoot needs from backdrops, plates, everything. Then it's the day of the shoot…sometimes we do trials before the shoot to perfect an approach to styling.”

Shouman also looks for props that fit the project and recipes. “I think about what other elements I want to add to the set, so not just to provide plate options but also to provide glasses, utensils, boards and ramekins for sauces, garnishes or ingredients,” she said.

When creating a visually appealing food setting, she considers textures, layering props and fabrics.

As our food industry evolves, it must be presented in a way that captures attention and showcases its uniqueness.

Rawan ShoumanFood stylist

She said Santos Loo, a Los Angeles-based food stylist, “once mentioned that he thinks about textures, and I like to think that way, too.”

In the past, the usual food photography standard was to strive for perfection, but now there is a trend towards a more natural aesthetic.

“Victoria Granof (the US-based food stylist) is the one who started defying these rules, and her style became more acceptable and in demand now,” Shouman added.

The Saudi stylist keeps up with the latest trends and techniques by following artists she admires and checking cookbooks, magazines and websites.

“We're artists, we create trends, we don't have to follow them, if you know what I mean,” she said.

Just like a painter, her techniques and styles depend on the mood and emotions at the time of creating a plate or set. She is also an advocate for working ethically with less food waste, as well as finding and creating edible substitutes for chemicals commonly used in styling.

Shouman is happy that creatives in the industry have the opportunity to showcase their talents, adding that it is necessary for the field to expand.

Food shoots “take place every day,” but unfortunately, styling is not always in demand due to budgeting and a “what you see is what you get,” she said.

Shouman has worked with many leading figures, studios, companies and hotels, as well as local and international brands, including Al-Osra sugar, Wister, Rustic Grill, IKEA, Lallo Restaurant, Plan Burger, Savola, Nespresso and Haagen-Dazs.

Shouman sees food styling as an important ingredient in Saudi Arabia's growing culinary landscape.

“As our food industry evolves, it needs to be presented in a way that captures attention and showcases its uniqueness,” she said. “That's where food styling comes in … it helps communicate the story behind the dish, enhances its appeal and draws people in.”

When asked about her future projects and plans, Shouman said, “I'm always excited for the next project, to meet new people and to collaborate in creative endeavors. I'm not one to follow rigid plans, I prefer to embrace new challenges and let inspiration rule my work.”

She added: “Inspiration is everywhere; you just have to be curious and open to it. I enjoy thinking in series – coming up with concepts, titles and ideas for food photography and video. I find inspiration in nature, movies, podcasts and more and with in seemingly unrelated areas such as car shoots or fashion shows.”

Shouman makes sure to document his ideas, even if they are not immediately applicable, and believes it is a valuable exercise for the creative mind.

A defining moment in her career was a project that pushed her out of her comfort zone. “I was getting into photography and videography,” she recalled, “and my regular collaborators were unavailable. I had to rely on my skills and resourcefulness to complete the project. That experience taught me a lot about adaptability and independence.”

This anecdote highlights the career path of a food stylist – a constant pursuit of learning, growth and creative expression.