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Jeddah: In the kingdom's culinary scene, food styling, though a major component, remains a niche career. However, one culinary artist is quickly making a name for himself by plating with style.

Ravan 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 his university days, shortly before the global pandemic, when he 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 Stiles, it's proven to be a bonus in Schauman's case. “Knowing how to speak the language of communication and the language of the photographer is essential to communication,” she said.

Shouman said she has “always loved cooking and photography, so styling seemed easy to combine the two.”

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

Schauman invested the money he earned as a stylist in specialist gear needed for photography and videography.

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

“Most of us fake knowing 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 in restaurants or on commercial sets, where I hire a production chef on my team,” Schauman said. “With their culinary skills, and my styling tricks and vision, we develop end products that look great.”

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

“The creative process starts with the client's needs, then comes idea generation and planning,” she said. “We prepare for the shooting needs from the background, the plate, everything. So it's the day of the shoot… Sometimes we do a trial before the shoot to perfect a method on styling.

Schauman also looks for props that match projects and recipes. “I keep in mind that I want to add other elements to the set, so I not only provide plate options but also glasses, dishes, boards, and ramekins for sauces, garnishes, or ingredients,” she said.

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

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

Ravana ShaumanFood Stylist

She said that Los Angeles food stylist Santos Lou “once mentioned that he thinks about texture, and I like to think that way.”

In the past, mainstream food photography aimed for standard perfection, but now there is a trend towards a more natural beauty.

“Victoria Granoff (American food stylist) is one who began to defy these rules, and her style is now more accepted and in demand,” added Shouman.

The Saudi stylist makes sure to stay up-to-date 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 necessarily follow them, if you know what I mean,” she said.

Like a painter, his technique and style depend on the mood and emotion when creating a plate or set. She is also an advocate for working ethically with less food waste, as well as finding and creating food alternatives to chemicals used in styling.

Shouman is happy that creatives in the industry have an opportunity to show their talent, he said that there is a need to expand this sector.

Food photoshoots “happen every day,” but unfortunately, styling isn't always asked for because of budgets and a “what you see is what” approach, she said.

Schaumann has worked with many prominent personalities, studios, businesses, and hotels, as well as local and international brands, including Al-Osra Sugar, Wister, Rustic Grill, IKEA, Lalo Restaurant, Plan Burger, Savola, Nespresso, and Haagen-Dazs. .

Shauman sees food styling 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, enhance its appeal and draw people in.”

When asked about her future projects and plans, Schaumann said: “I'm always excited for the next project, meeting new people, and collaborating on creative endeavors. I'm 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 need to be curious and open it. I love thinking in series — coming up with concepts, titles, and ideas for food photography and videography. I find inspiration in nature, movies, podcasts and even unrelated areas like car photoshoots or fashion shows.

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

A defining moment in his career was a project that pushed him out of his comfort zone. “I started doing photography and videography,” she recalled, “and my usual 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.