In a sea of LED video screens, the advertiser with neon stands out. The craft and handmade aspect of the signs brings with it a certain aesthetic that is irresistible to distinguishing brands. What's disappointing for neon enthusiasts is that neon is dying. Businesses are switching to cheaper, more energy-efficient LED bulbs and municipal planning boards are zoning out neon to decrease the number of unsightly displays. But as the prevalence drops, the opportunity with neon becomes greater: recently a famous Italian fashion company has decided to use neon for the presentation of its Spring Summer 2019 collection.