this is an interesting article about the concept of Modest Fashion.
If there's one thing all of the women I spoke to agree on, it's this: There is no one definition of what modest fashion means, but it essentially relates to having a degree of awareness when it comes to covering up parts of your body.
Well I've been having a degree of awareness of that my whole life. I don't think I've ever been what might be called 'skimpily dressed',' it's just not my thing.
Besides which, this is completely at odds with what M&S have done, by following a very rigid set of rules about what modesty in clothing should look like, ie. no skin on show at all except for face and hands.
I'll be honest, I have my own personal thoughts on what might make an outfit modest, or immodest. In fact it might be fairer and more accurate to say 'appropriate' or 'inappropriate' for the occasion. I don't think there are any wrong clothes, only wrong occasions for them.
For me, a modest outfit would be one that was practical, unassuming and not intended to make people notice me. Note I said people, not men. It doesn't have to be a sexual attention thing, just an attention thing.
So imagine my surprise to find that the vast majority of clothes I personally consider to be pretty modest aren't considered modest at all by M&S, because someone can see my ankles or my elbows, or a bit of upper chest/lower neck area. Never mind that they might be the dullest, least attention seeking, least sexy clothes ever, I am being told they don't count as modest because apparently it isn't about what I think. Never mind that I am about as typical of M&S's core market as it's possible to be. I don't get to decide what modest means to me. I need to be told.
And it means being fully covered from the chin down to the feet.
Back to the article:
"While I believe it will continue to grow naturally, as it caters to a particular woman, not a culture or a religion, I also believe modest fashion shouldn't even be labelled," says Bashir. "It should be seamlessly be integrated into the industry."
And that comes from one of the most well known Muslim Modest Fashion influencers. 
What a shame she wasn't advising M&S.