I agree Islamic fashion week is a suitable name seeing that their primary market is Muslim women.
To all who say the term 'modest' is unproblematic, how do you feel about a teenage girl who is going about her day in the summer whilst wearing a weather appropriate t-shirt, shorts and sandals being categorised as immodest? She would be in the context of religious female modesty as she is showing her legs, neck and arms.
As many pp have said none of the depicted garments are in actual fact modest in the sense that they are not demure, and they are more than likely to attracting attention, some were positively flamboyant. I rather liked the style though.
Covering ones body is a fairly recent global islamic trend and, if I remember right, is a reflection of Wahabi influence over muslim communities world-wide. 50 years ago few Muslim women in the world covered up their body parts unless they lived in extremely hot places where this made sense and men wore similar garments protecting themselves against heat and sun.
Now covering up has become a trend and a political message, especially in Western societies, and act of rebellion for some. Neither 'trend' nor wearing ones political message on ones sleeve, so to speak, can be described as 'modest'.
Saying all that, form the perspective of the organisers 'modesty' is one of the values they seek to sell.
Using established marketing methods selling 'modesty' is just as dishonest as selling 'sexual desirability' is for LFW. It's two sides of the same medal. It draws on the age old Madonna whore myth. Of course the other commodity the organisers are selling is 'identity', a sense of belonging to a defined and morally superior group.