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Jeddah: In the Kingdom's culinary art scene, food style, although a key ingredient, remains a niche profession. However, a culinary artist quickly makes a name for himself by plating with style.

Revan Shuman's interest in food styling — the process of preparing food to make it look more appealing and attractive for photography or filming — began during his college 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,” he told Arab News.

Although a culinary background is not required for styling, it has proven to be a plus in Schumann's case. “Knowing how to speak the chef's language and the photographer's language is essential to communicating,” he said.

Schumann said she has “always loved cooking and photography, so the style feels comfortable because it combines both.”

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

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

But with food design relatively new in the kingdom, he faced challenges establishing his career.

“Most of us fake knowing what we're doing until we actually do it,” he said. However, with hard work, determination and a good portfolio, he convinced clients to work with him.

So, what exactly does a food stylist do? “We work with chefs to produce the best quality food, whether it's in restaurants or on commercial sets, where I employ a production chef on my team,” Schumann said. “With their culinary skills, my tricks and my vision, we produce the best end products.”

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

“The creative process starts with the client's needs, then comes to ideation and planning,” he said. We cater for your background, plate, everything photography needs. “Then it's the day of the shoot… sometimes we do pre-shoot trials to perfect an approach to styling.”

Schumann also looks for supplies that match the project and the recipes. “I keep in mind what other elements I want to add to the collection, so not only to offer plate options, but to offer glasses, dishes, plates and ramekins for sauces, condiments or ingredients,” she said.

She considers textures, layering accessories and fabrics when creating a visually appealing food arrangement.

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

Psychologistfood stylist

Santos Lo, a Los Angeles-based food designer, “once said that he thinks about textures, and I like to think that way,” he said.

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

“Victoria Granoff[food stylist in the United States]is the one who started to defy these rules and her style is now more acceptable and in demand,” Schuman added.

By following the artists she admires and checking out cookbooks, magazines and websites, the Saudi stylist makes sure she stays up to date with the latest trends and techniques.

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

Like a painter, his techniques and styles depend on the mood and emotions at the time of creating a plate or set. She also advocates ethical work with less food waste, as well as finding and creating edible alternatives to chemicals commonly used in styling.

Shuman is happy that the creators of this industry have the opportunity to show their talents and considers it necessary to expand this field.

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

Schuman has worked with many prominent figures, studios, businesses and hotels as well as local and international brands including Elusra Sugar, Wister, Rustic Grill, IKEA, Lalo Restaurant, Plan Burger, Savola, Nespresso and Häagen-Dazs. .

Schumann sees the style of food as an essential ingredient in Saudi Arabia's growing culinary landscape.

“As our food industry continues to evolve, it needs to be presented in a way that captures attention and showcases its uniqueness,” he said. This is where food style comes in…it helps convey the story behind the dish, enhances its appeal and draws people in.

“I'm always excited about the next project, meeting new people and collaborating on creative endeavors,” Schuman said when asked about his future projects and plans. “I'm not one to follow rigid schedules, I prefer to take on new challenges and let inspiration guide my work.”

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

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

One of the defining moments in his career was a project that pushed him out of his comfort zone. “I was just starting to shoot and film, and my usual collaborators weren't available,” he recalls. I had to rely on my own skill and resourcefulness to complete the project. “That experience taught me a lot about adaptability and independence.”

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