This article explores how fashion photography can be used to express and preserve cultural heritage. It provides examples of using cultural motifs in fashion photography to create a visual dialogue between the past and present and preserve traditional techniques and designs. There are possible disadvantages of cultural appropriation and the importance of respecting cultural values and context are described. The authors point out that fashion photography can be a powerful tool to promote cultural interaction, understanding, and preservation of cultural heritage in the context of globalization and standardization. There is the role of modern technology in fashion photography is discussed in this study. It is noted that technological advancements allow for higher quality photos and more convenient use, also digital photography can be preserved for a long time and protected from damage and wear. Archiving photographs allows preserving heritage for future generations. Contemporary fashion photography can use cultural heritage to reflect current cultural and societal trends, including gender equality and diversity. It is emphasized that the potential of fashionable photography lies not only in creating beautiful images, but also in supporting cultural exchange, understanding, and preservation of cultural heritage. Using modern technologies, fashionable photography can serve as a powerful tool for preserving and transmitting cultural traditions to future generations, while reflecting changing trends in culture and society, in case the cultural values and context are followed.