We recently connected with Iryna Riaba and have shared our conversation below.

Iryna, looking forward to hearing all of your stories today. Going back to the beginning – how did you come up with the idea in the first place?

It’s a bit of a serendipitous story. About six years ago, I attended a lecture by a food photographer, not fully knowing what to expect. I just knew it had something to do with food and creativity, which had always been passions of mine. During the lecture, they began to break down the process of creating those flawless, mouthwatering images we see on packaging and in commercials. I was blown away when I learned how much goes into something as simple as a picture of chips—teams of stylists, effects specialists, pyrotechnicians, lighting experts, and more. It was this big, orchestrated dance of creativity and precision.

That lecture was the moment it clicked for me. I’d always found cooking meditative, and I loved working with food. But until then, my skills were confined to the kitchen. The idea that I could take food and use it as a creative medium—making it a hero in the frame—completely lit me up. Food styling was the perfect match: food + creativity, and I could see it as a way to really challenge and express myself.

After that, I started seeking out people who worked in the industry—photographers, stylists, anyone who could teach me. I joined projects, mostly commercial video advertising at first. My first jobs were with gas station chains, snack companies, and even Coca-Cola. And every step of the way, I kept finding more reasons to fall in love with this field.

It’s funny how a single moment can open a door you didn’t even know existed, right? That lecture didn’t just change my career; it gave me a whole new way to bring creativity and curiosity to life.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

My name is Irina, and I’m a food stylist who’s been in the industry for about six years now. My journey into food styling was sparked by a love for food and creativity, which merged perfectly when I stumbled upon a lecture by a food photographer. That experience opened my eyes to the world behind those stunning images of food we see in ads, packaging, and media—it’s a field where art meets science, precision, and storytelling. I realized I wanted to be part of the team that brings food to life, making it look irresistible in a frame.

What I Do:
I work on a wide range of projects, from menu shoots and TV commercials to product packaging, recipe books, social media content, and even Amazon product pages. Some of my most exciting projects have been for high-profile brands, including Coca-Cola. I’ve also had the chance to style for morning shows, creating eye-catching displays that look as great on TV as they do in person.

How I Help Clients:
My job goes beyond making food look good; it’s about solving problems. Each product has unique challenges, whether it’s making ice cream look creamy without melting under the lights or figuring out how to keep chocolate from losing its shine. I study the properties of every ingredient I work with to ensure it behaves the way I want it to in the shot. My role is to “tame” the food, creating a hero shot that sells the story, the product, or the dish.

I also bring a global perspective to my work. Having traveled extensively and relocated to America two years ago, I’ve immersed myself in different cuisines and cultures. I love visiting markets, especially in Chinese districts, to discover ingredients and ideas I can bring to my projects. This exposure allows me to mix styles, textures, and forms in a way that feels fresh and unique.

What Sets Me Apart:
I think what makes my approach different is my combination of curiosity, adaptability, and attention to detail. I thrive on challenges—whether it’s creating the illusion of crushed ice with floral hydrogel, crafting perfect water droplets with glycerin, or enhancing the color of raw meat with cherry juice. I’m also a firm believer in the power of collaboration. I love working closely with photographers, art directors, and clients to bring their vision to life.

What I’m Most Proud Of:
One of the things I’m proudest of is how unpredictable and dynamic my job is. Every shoot brings new challenges and opportunities to learn. I’ve worked on projects with teams of 50 people and three trucks of equipment—moments that make you realize the weight of responsibility and how much people depend on your skills.

But beyond the big shoots, I’m most proud of the relationships I’ve built. My work requires trust, and knowing that clients rely on me to deliver their vision is incredibly rewarding.

What I Want You to Know About My Work:
Food styling is about more than making food look pretty—it’s about creating a connection. The images we create inspire cravings, tell stories, and bring brands to life. My goal is always to create something that feels alive, authentic, and unforgettable.

Whether you’re a brand looking to elevate your food’s visual presence or a fan of the behind-the-scenes magic, I’d love to share my journey with you!

What do you find most rewarding about being a creative?

Seeing my work displayed on TV, city lights, or massive advertising platforms is an incredibly rewarding experience. There’s nothing like walking through the city and spotting a billboard or ad featuring a dish I styled, or turning on the TV and recognizing the food I meticulously crafted for a commercial. It’s a powerful reminder of the journey each project takes—from an idea on set to something that grabs attention on such a large scale.

And lastly, I thrive on collaboration. Working alongside talented photographers, art directors, and creative teams, where everyone brings their best to the table, is so energizing. There’s something magical about being part of a team that turns an idea into something tangible and beautiful. That sense of shared accomplishment is something I’ll never get tired of.

Where do you think you get most of your clients from?

The best source of new clients for me has been word of mouth and referrals. This industry thrives on trust, and when clients are happy with the results, they naturally recommend you to others. Building strong relationships with photographers, art directors, and production teams has also been invaluable since they often bring me onto new projects.

In addition, showcasing my work on social media and in a professional portfolio has been a great way to attract attention. Potential clients often discover my style and approach through these platforms, which helps them see how I can bring their vision to life. Networking within the creative community has also opened doors to exciting opportunities, especially collaborations that lead to long-term partnerships

Contact Info:

• Website: https://www.irinariabaya.com/
• Instagram: https://www.instagram.com/irina.riabaya/

Image Credits

https://www.instagram.com/arcecreativestudio/