60|A FONDO Retail & light. Paradigm of the XXI century We have always understood the importance of light as instrument of visual communication in spaces dedicated to commercial business. It has gone from mere vehicle of image transmission to main interlocutor among the actors in the play: space, merchandize, seller and buyer. After a decade and a half into the new century the presence of “light” has changed or simply evolved towards new paradigms. Understanding a paradigm as each one of the models, patterns or formal frameworks under which an activity is organized, let us approach how paradigmatic are the models that the fashion industry has to offer