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JEDDAH: In the culinary arts sector of the Kingdom, food preparation, although an important element, remains a specialized profession. However, a culinary artist becomes famous by sticking to a style.

Rawan Shouman's interest in food design — the process of preparing food to be as attractive and attractive as possible for photography or video — dates back to his college days, shortly before there was a global epidemic, when a friend decided to help a photographer.

“With a passion for cooking and photography, styling seems like a good fit,” he told Arab News.

While a culinary background is not necessary for styling, it has proven to be an asset in Shouman's case. “Knowing the language of the chef and the language of the photographer is necessary for communication,” he said.

Shouman says that “she's always loved cooking and photography, so combining the two seemed like a good idea.”

The result is work that combines food design, set and props, and creative direction.

Shouman used money he earned as a stylist for special equipment needed for photo shoots and videos.

But developing a relatively new cuisine in the Kingdom, he faced challenges in establishing himself as a professional.

“Most of us go about knowing what we're doing until we get there,” he said. However, due to hard work, determination and a good portfolio, he convinced clients to work with him.

So, what exactly do food manufacturers do? “We work with chefs to produce the best food, both in the restaurant and in advertising, which hires a production chef on my team,” Shouman said. “With their culinary expertise, and my styling tricks and vision, we create the best final product.”

Every project is different and has its own needs and budget. The work of the stylist is done at the end of the shoot, but Shouman also participates in pre-production and post-production.

“The creative process starts with the customer's needs, then comes the creation of ideas and plans,” he said. “We prepare for the needs of the shots from backgrounds, plates, everything. Then it's shoot day… sometimes we do a test before the shoot to perfect a style of design. “

Shouman also looks for materials that fit the project and the style of construction. “I keep in mind what other elements I want to add to the set, so it's not just about providing a choice of dishes but also providing glasses, utensils, boards and ramekins for sauces, garnishes, or ingredients,” he said.

When creating visually appealing food designs, she considers textures, layering materials and fabrics.

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

Rawan ShoumanFood stylist

She says that Santos Loo, a Los Angeles-based food designer, “once talked about how she thinks about decor, and I like to think like that.”

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

“Victoria Granof (the US-based food stylist) started to break these rules, and her style became more accepted and requested now,” Shouman added.

Saudi stylists keep abreast of the latest trends and techniques by following their favorite artists, and browsing brochures, magazines and websites.

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

Like painters, their techniques and methods depend on the mood and emotions at the time of creating a panel or set. He is also an advocate for working ethically with less food waste, as well as finding and creating alternatives to chemicals that are often used in manufacturing.

Shouman is happy that designers in the industry have the opportunity to showcase their talents, adding that there is a need to expand the platform.

Food photography “happens every day,” but unfortunately styling is not always requested due to budgets and a “what you see is what you get” approach, she said.

Shouman has worked with celebrities, 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 considers Shouman to be an integral part of the food scene in Saudi Arabia.

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

When asked about his projects and future plans, Shouman said, “I'm always excited for the next project, meeting new people and collaborating creatively. I'm not someone who follows a strict plan, I prefer to take on new challenges and let inspiration guide my work. “

He also said: “Inspiration is everywhere; you just need to be curious and open to it. I like to brainstorm series — come up with ideas, titles, and ideas for food photography and videos. I find inspiration in nature, movies, podcasts, and even seemingly unrelated fields, like car photography or fashion shows.

Shouman makes it a point to record his ideas, even if they are not immediately practical, considering it a valuable practice for the creative mind.

A defining moment in his career was a project that pushed him out of his comfort zone. “I started taking pictures and videos,” he recalls, “and my usual colleagues were absent. I had to rely on my skills and abilities to complete the project. This 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.