Answer:

fading

AnswerCrossword Clue
FADINGGetting lighter
FADINGBecoming hard to see
FADINGLanguishing.
FADINGWithering
FADINGAbout to be a has-been
FADINGNot doing well in a race
FADINGLike some memories
FADINGOn the way out
FADINGLosing popularity
FADINGLike the sun at sunset
FADINGOn the decline