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JEDDAH: In the Kingdom's culinary scene, food styling, while 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 staging food to look as attractive and appealing as possible for photography or video – began during her university days, shortly 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 turned out to be a bonus in Shouman's case. “Knowing how to speak the language of the chef and the language of the photographer is essential to communication,” she said.

Shouman said that he had “always enjoyed cooking and photography, so the style seemed convenient as 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 the specialized equipment needed for photography and video.

But with the food style relatively new to the Kingdom, she faced challenges in establishing herself professionally.

“Most of us pretend we know what we're doing until we actually do it,” she said. However, 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, tricks and my styling vision, we develop the best end products.”

Every project is different and has its own needs and budgets. A stylist's job 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 filming needs from backgrounds, plates, everything. Then there's the day of the shoot… sometimes we do trials 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 plate, so not just to provide plate options, but also to provide glasses, utensils, plates and frames for sauces, sides or ingredients,” she said.

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

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

Rawan ShoumanFood stylist

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

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

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

The Saudi stylist makes sure she stays on top of 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.

Like a painter, her techniques and styles depend on the mood and feelings at the time of creating a plate or setting. She is also an advocate for working ethically with less food waste, as well as finding and creating edible substitutes for the chemicals that are commonly used in hairdressing.

Shouman is glad that creatives in the industry have an opportunity to showcase their talents, adding that there is a need for the field to expand.

Food shoots “happen every day,” but unfortunately the style isn't always on demand because of budget and a “what you see is what you get” approach, she said.

Shouman has worked with many leading figures, studios, businesses 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 style as 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,” she said. “That's where food styling comes in…it helps communicate the story behind the dish, enhancing its appeal and drawing people in.”

Asked about her future projects and plans, Shouman said, “I'm always excited about the next project, meeting new people and collaborating on creative endeavors. I'm not one to follow rigid plans, I prefer to accept 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 – to come up with concepts, titles and ideas for food photography and video. I find inspiration in nature, movies, podcasts and even in seemingly unrelated areas like car photo shoots or fashion shows.”

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

A defining moment in her career was a project that took her out of her comfort zone. “I was starting out in photography and video,” she recalled, “and my regular collaborators weren't available. I had to rely on my own skills and resources 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.