It is undoubtedly illegal for this businessman to do so. His practice smacks of compulsory consumption. In other words, since his clothes are rented, he must be allowed to take pictures, otherwise he can't take them. The reason why merchants do this may be to earn more profits, and there may even be such a mentality: I have the final say in my site and my affairs.
However, since others rent clothes from merchants, customers have the right to dispose of their rented clothes during the lease period, as long as they guarantee to return them to merchants intact within the specified time. The practice of merchants is contrary to this and violates the principle of voluntary consumption. So it has been suspected of breaking the law. If the relevant departments investigate and deal with it, the merchants may face fines or even other penalties.
Doing so will undoubtedly make tourists have a bad impression on the ancient city of Fenghuang, and may also lead to a decline in the reputation of the ancient city of Fenghuang, which is very unfavorable to the ancient city of Fenghuang in the long run. Therefore, I also hope that the relevant departments can properly handle such things and don't let the tourists who come here for consumption chill.
In addition, I suggest you be clear when you travel. For example, when renting clothes, first ask whether you can wear your own clothes during the lease period, whether there are any restrictions on renting clothes, whether there are any restrictions on renting clothes or roads, and so on. To avoid these situations mentioned above.