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JEDDAH: In the Kingdom’s culinary scene, food styling, though a key ingredient, remains a niche career. However, one culinary artist is quickly making a name for herself by plating with style.

Rawan Shouman’s interest in food styling (the process of preparing food to make it as attractive and inviting as possible for photography or video) began during her college years, just before the global pandemic, when she decided to help out a photographer friend.

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

While a culinary background isn’t necessary for styling, it’s been a bonus for Shouman. “Being able to speak the chef’s language and the photographer’s language is essential for communication,” she said.

Shouman said she has “always loved cooking and photography, so styling felt comfortable to me because it combines both.”

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

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

But since food styling was relatively new in the Kingdom, she faced challenges in establishing herself professionally.

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

So what exactly does a food stylist do? “We work with chefs to produce the best-looking food, whether it’s in restaurants or on commercial sets, where I hire a production chef on my team,” Shouman said. “With their culinary skills and my styling tricks and vision, 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 shooting, but Shouman also takes care of pre- and post-production.

“The creative process starts with the client’s needs, then comes the idea formation and planning,” she said. “We prepare for the needs of the shoot from backgrounds, plates, everything. Then it’s the day of the shoot… sometimes we do tests before the shoot to perfect a styling method.”

Shouman also looks for props that fit the project and recipes. “I keep in mind what other elements I want to add to the set, so not only do I provide options for plates, but I also provide glasses, utensils, cutting boards, and molds for sauces, garnishes, or ingredients,” she said.

When creating a visually appealing food display, she takes into account textures, layering props, and fabrics.

As our food industry evolves, it is necessary to present it in a way that captures attention and highlights its uniqueness.

My friend RawanFood stylist

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

In the past, the prevailing standard in food photography was to aim for perfection, but now the trend is towards a more natural aesthetic.

“Victoria Granof (the American food stylist) is the one who started challenging these rules, and her style has become more acceptable and in demand now,” Shouman added.

The Saudi designer keeps herself updated on the latest trends and techniques by following artists she admires and consulting cookbooks, magazines and websites.

“We are artists, we create trends, we don’t need to follow them, if you know what I mean,” he said.

As a painter, her techniques and styles depend on her mood and feelings at the time of creating a dish or set. She is also an advocate for ethical work with less food waste, as well as finding and creating edible substitutes for the chemicals that are usually used in styling.

Shouman is happy that creatives in the industry have the opportunity to showcase their talent, adding that there is a need for the industry to expand.

Food shoots “happen every day,” but, unfortunately, styling isn’t always required due to budget and a “what you see is what you get” approach, she said.

Shouman has collaborated with numerous leading personalities, 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 believes that food styling is an essential 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,” he said. “That’s where food styling comes in…it helps communicate the story behind the dish, adding to its appeal and drawing people in.”

When asked about her future projects and plans, Shouman said, “I am always excited about the next project, meeting new people and collaborating on creative ventures. I am not one to follow rigid plans, I prefer to embrace new challenges and let inspiration guide my work.”

She added, “Inspiration is everywhere; you just have to be curious and open to it. I like to think in series, coming up with concepts, titles, and ideas for food photography and videography. I find inspiration in nature, movies, podcasts, and even seemingly unrelated fields like car photoshoots or fashion shows.”

Shouman makes sure to document his ideas, even if they are not immediately applicable, believing it to be a valuable practice for the creative mind.

A defining moment in her career was a project that pushed her out of her comfort zone. “I was just starting out in photography and videography,” she recalled, “and my usual collaborators weren't available. I had to rely on my own skills and resourcefulness to get the project done. That experience taught me a lot about adaptability and independence.”

This anecdote highlights the professional journey of a food stylist: a constant search for learning, growth and creative expression.