Have read the whole thread now so I feel in a position to respond.
Those, like the OP, who object to 'modest' as a mainstream marketing term have explained their views so clearly and comprehensively that I'm not surprised they've got a bit snarky with those who wilfully and repeatedly misunderstand.
I agree with the OP.
There definitely are some posters who still don't get the objection. This is my take on it:
Wearing any clothes is fine - skimpy, long, fully-covered - whatever.
Calling your own clothes modest is fine - it's your choice.
Big, supposedly non-religious companies calling certain clothes 'modest' is not fine.
Some people won't accept that 'modest' has moral judgement to it! I could understand, say, if you'd never really thought about it, or weren't used to analysing words/culture/anything... but when people have patiently pointed out that there are unpleasant connotations- isn't it a bit dim to keep insisting there aren't ? If you personally aren't offended- great - but don't tell others not to be!
Words all come from somewhere. This word, insofar as it relates to clothes, comes directly from patriarchal religion. Those religious people should be totally free to believe what they like and dress how they like. But the whole point is we don't have to agree. Pushing the term into commercial, secular life is not on. It's an infringement of women's freedom.
Words definitely DO matter.