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JEDDAH: In Saudi Arabia's culinary arts scene, food decoration, despite being an important element, remains a niche profession. However, there is one culinary artist who is quickly making a name for himself with his stylish presentation of dishes.

Rawan Shouman’s interest in food styling—the process of arranging food to look as appealing and delicious as possible for photography or video—started during her college years, shortly before the global pandemic, when she decided to help a photographer friend out.

“With my passion for cooking and photography, hair design comes naturally,” she told Arab News.

While a culinary background isn’t necessary for food styling, for Shoman, it’s an advantage. “Knowing how to speak the language of chefs and photographers is important for communication,” she says.

“I've always loved cooking and photography, so styling was convenient because it combined the two,” Schoeman said.

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

Shoman invested the money she earned as a stylist into specialized equipment needed for photography and videography.

But since food styling was still new in the kingdom, she faced the challenge of establishing herself in the profession.

“Most of us pretend we know what we’re doing until we actually do it,” she says. However, she’s been able to convince clients to work with her through hard work, determination and good results.

What exactly do food stylists do? “We work with chefs to create the best-looking food, whether it’s in a restaurant or on a commercial set, and I hire chefs on my food production team,” Shuman says. “With their culinary skills, my own techniques and vision for food presentation, we can develop the best possible end product.”

Every project is different and has different needs and budgets. A stylist’s work is done when the shoot is over, but Shoman also participates in the pre- and post-shoot stages.

“The creative process starts with the client’s needs, then we start to think about ideas and plan,” she says. “We prepare for the shoot’s needs from the backdrop, the panels, everything. Then on the shoot day, we sometimes do a pre-shoot to tweak the styling to perfection.”

Shoman also looks for props that fit the project and the recipe. “I consider other elements that I want to add to the scene, not just to have options for plates, but also glasses, utensils, cutting boards, and cups for sauces, condiments, or ingredients,” she says.

When arranging food to make it look appetizing, she considers textures, accessories and fabrics.

As our food industry evolves, it needs to be presented in a way that will capture attention and showcase the uniqueness of the industry.

Ravan ShumanFood Stylist

She said Los Angeles-based food stylist Santos Loo “said he thought about texture, and I like to think about it that way.”

In the past, mainstream food photography standards focused on perfection, but today there is a trend towards a more natural aesthetic.

“Victoria Granov (US food stylist) was the first to challenge these norms, and her style is now more accepted and sought after,” Shuman adds.

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

“We are artists, we create trends, we don’t have to follow trends, if you understand what I’m saying,” she said.

Like a painter, her technique and style are based on the mood and feeling she feels when creating a dish or set of dishes. She also supports ethical work to reduce food waste, including finding and creating edible alternatives to the chemicals often used in styling.

Schoeman is pleased that creators in the industry are given the chance to showcase their talents, adding that it is imperative that the sector expands.

Food photography “comes up every day,” but unfortunately, food styling is rarely sought out due to budget constraints and the “what you see is what you get” mindset, she says.

Shoman has worked with many leading individuals, studios, businesses and hotels, as well as local and international brands such as Al-Osra Sugar, Wister, Rustic Grill, IKEA, Lallo Restaurant, Plan Burger, Savola, Nespresso and Haagen-Dazs.

Schoeman sees food presentation as a key component in Saudi Arabia’s growing culinary landscape.

“As our food industry evolves, it’s important to present food in a way that’s appealing and shows off its uniqueness,” she says. “That’s where food styling comes in. … It helps communicate the story behind the dish, makes it more interesting and appealing to people.”

When asked about future projects and plans, Shoman said, “I am always excited about the next project, meeting new people, and collaborating on creative projects. I am not someone who follows a set plan. I like to take on new challenges and let my inspiration guide my work.”

“Inspiration is everywhere,” she adds. “You just have to be curious and open to it. I love coming up with series, concepts, names, and ideas for food photography and video. I’m inspired by nature, film, podcasts, and even seemingly unrelated fields like car photography or fashion shows.”

Schoeman made sure to record her ideas, even if they were not immediately applicable, believing them to be valuable exercises for the creative mind.

A pivotal moment in her career was a project that forced her to step out of her comfort zone. “I had just started working in photography and video,” she says, “and my regular collaborators were unavailable. I had to rely on my skills and resourcefulness to make the project work. That experience taught me a lot about adaptability and independence.”

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