Here's how Ed Stourton introduced it:
Here's a new phrase to conjure with: Modest fashion. It's a trend among Muslim consumers who want to look fashionable but within the framework of their faith. And it's been much in evidence in London Fashion Week these past few days. Trevor Barnes reports.
We heard from Trevor's report how "smart young Muslim bloggers" have been driving the trend for "Islamic branding" (of the marketing kind, not the punishing kind). After "Sharia-compliant mortgages and Halal-certification for food", now comes "modest fashion" for Muslims...
...and it's spreading and becoming "mainstream".