Mempersiapkan foto prewedding sangat penting dalam rangkaian ritual perkawinan pada masyarakat Bali dewasa ini. Hal ini sangat menarik untuk dikaji menyangkut latar belakang penyelenggaraan foto prewedding dan strategi pengusaha foto prewedding  dalam menjalankan kegiatan bisnisnya.  Pendekatan yang digunakan adalah penelitian kualitatif yang mengacu kepada paradigma kritis. Lokasi penelitian adalah pada kabupaten-kabupaten dan kotamadya di Bali. Hasil penelitian menunjukkan  latar belakang penyelenggaraan foto prewedding dalam rangkaian ritual perkawinan, yakni  berdasarkan pemahaman bahwa hal itu tidak bertentangan dengan agama Hindu dan adat-istiadat, menambah kegembiraan, mencegah rasa malu, dorongan untuk meniru, pencerminan indentitas postmodern, tarif yang berjenjang, dan keinginan menunjukkan status sosial. Penggunaan foto  prewedding dan berbagai hal lain untuk memeriahkan pesta perkawinan dilakukan lewat pemasaran. Hal ini mengakibatkan terjadi komersialisasi terhadap ritual perkawinan. Strategi untuk melaksanakan bisnis foto prewedding adalah mengembangkannya sebagai industri kreatif, menerapkan kolaborasi, menciptakan tarif foto prewedding berjenjang, melakukan kegiatan usaha mengikuti model B2C, dan melakukan promosi. Kata kunci: perkawinan Bali, perubahan sosial, bisnis foto prewedding, perkawinan, komersialisasi.

This study aims to obtain knowledge about cultural preservation through the use of traditional attire in Balinese weddings. In Balinese wedding rituals, the selection of traditional attire types has been used starting from the procession of making pre-wedding photos to the implementation of the wedding ceremony. The phenomenon of the use of traditional attire in wedding ceremonies evokes the use of various types of traditional attire that have been worn by members of the royal family and Balinese people in the past. This study uses a qualitative descriptive method with informants consisting of make-up artists, pre-wedding photo entrepreneurs, and a wedding couple in Bali. Data were collected through observation, interviews, and document studies. The research shows that knowledge about the traditional wedding attire worn by the bride and groom was obtained from the teacher where the make-up artist studied make-up. Attire knowledge was also obtained from traditional wedding dress sellers who regularly display their wedding custom creations on social media. The short course in bridal make-up is also a place to gain knowledge about various types of traditional wedding attire from various regions or regencies in Bali. In addition to using royal traditional attire models, the make-up artists also use traditional bridal clothing from the general public. The selection of the pre-wedding location will adjust the choice of traditional attire that will be used during the photo shoot. The trend of pre-wedding photos has unwittingly become an arena for preserving traditional clothes that are rarely used.