While understanding the shock value of the cover requires prior knowledge of the characters, the Ian Churchill-drawn cover goes beyond that level of insight. Similar to the rest of the comic, it’s an X-Men comicbook cover about X-Men comicbook covers. Specifically, it recalls a trio of Andy Kubert X-Men covers that all occurred during the same year, and all contain an element that this cover plays off of.
X-Men #24’s cover depicts Rogue and Gambit in a slightly distanced embrace, Rogue being held off the ground similarly to Jean. While they’re not kissing, it looks imminent, suggesting a moment long teased in X-Men comics. The romance between the two was always alluded to and danced around due to Rogue’s power to absorb the memories, powers, and life essence of anyone she made skin contact with, preventing her from all but chaste relationships. This was contrasted with the overly flirty Gambit, who was meant to ooze charming but kinda sleazy sexuality. They both clearly wanted each other but couldn’t have one another much like Jean and Logan. What held Rogue and Gambit apart was her powers, while Jean’s relationship with Scott always stood in the way of Logan. The visual callback to a previous teasing ‘shock’ cover of a long-bubbling romance that didn’t actually end with the payoff fans (possibly/supposedly) wanted is the key element here.
X-Men #28’s cover depicts Sabretooth looming over Jean in a threatening manner, not quite lifting her up (his right arm is positioned incredibly awkwardly), but nearly doing so with his left arm raised high above, ready to strike, while his mouth is open in a violent hissing/biting sort of look. In this image and the issue, Sabretooth is a stand-in for Wolverine. At this point in the X-Men’s history, Wolverine was gone, dealing with the aftermath of Magneto ripping his adamantium skeleton out in Fatal Attractions, while Sabretooth was the prison/patient of Xavier as he tried to rehabilitate the murdering flipside of Wolverine. In the issue, Wolverine’s absence is deeply felt as Jean is close to marrying Scott and various feelings are being second-guessed, heightened by that event and the damage Wolverine recently suffered. The posing on the cover is much more threatening than the embrace on issue 394’s cover, but the positioning isn’t too far off. Despite Sabretooth’s clearly imposing violent nature, Jean doesn’t actually look afraid. Startled, perhaps, taken off guard... but not afraid. She’s not afraid of the wild, violent side of Wolverine. She’s poised and able to handle it, confident in herself and her abilities. Despite the allure of the less restrained Logan compared to the ultra-repressed Scott, she loves Scott and remains committed to him. (And I’ll direct you to Kayleigh Hearn’s excellent piece at Shelfdust on this issue.)
X-Men #30’s cover is the only of the bunch to actually feature a background. Depicting the wedding of Jean and Scott, the cover is actually a double-spread to show off all of the guests at the wedding, but the main focus of the traditional cover space is the first kiss as a married couple of the two. Again, as with every cover, the woman is on the left, while the man is on the right (weird) and it’s the most literal visual comparison to the Churchill cover as it features Jean kissing a man. Comparatively, it’s a more posed and perfunctory sort of kiss, as is the general custom of wedding kisses where passionate making out is generally discouraged. Jean has her hands wrapped around Scott’s neck and, by the nature of the height difference, she looks more physically involved in the act, while Scott is standing with his head slightly tilted down. It’s not meant to point to their marriage as a sexless bore... but, in contrast to 394’s cover, the clear emphasis there is lust over love. Taken together, Jean’s relationship with Scott is romantic love, while Logan is animal lust.Three covers by Andy Kubert precede and inform elements of Ian Churchill’s Uncanny X-Men #394 cover. While Joe Casey suggested the concept, Churchill’s execution in how the characters are posed recalls all three of those covers, using not just the images but what they represent to give additional meaning to this cover. It’s a cover aimed at X-Men fans who may not immediately recognise the antecedent covers but, on some level, would make those connections and let them reveal the various elements at play in the cover. It’s far more than marketing shock value, it’s a cover that uses and comments upon X-Men covers of the past.