For 14-year-old Amanda Binkley and her mother, Tina, of Roswell, Ga., the mall is a minefield. Every trip to the dressing room brings an all-too familiar battle: a skirt's too short, a top's too tight or a dress is too sheer.
"Sometimes we can be very bitter toward each other. Mostly me bitter toward my mom," Amanda said of their mother-daughter shopping trips.
With a picture of Jesus in one corner of her bedroom and the Jonas Brothers in the other, the high school freshman spends the week in a school uniform and the weekends arguing with her mother over what to wear.
"I have to say, shopping does not come easy for us," Tina said.
In an age of "sexting" and low-rise jeans, many teenage girls are tempted to show some skin. From supposed "good" girls like music sensation Miley Cyrus, to those like Britney Spears and that make a living being bad, pop culture can be unrelenting on teens and tweens.
Now, some parents are battling back, asking an age old question with a twist: what would Jesus wear?
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Pure Fashion, a faith-based program promoting modesty, takes 14- to 18-year-old girls through an eight-month course in which they are encouraged to "dress in accordance with their dignity as children of God." It's part Sunday school, part charm school and part fashion intervention, all with the mission to get girls to go mild.
"The idea with Pure Fashion is very countercultural," said Brenda Sharman, a life-long model, former Miss Georgia and creator of Pure Fashion. "It takes a girl who is brave and gutsy. ... This is not for the weak and wimpy girl ... to say, 'I'm different, and I'm going to preserve my innocence and virginity,' that's a girl who's radical!"
At the mall, in the doorway of Victoria's Secret, Tina and Amanda's mother-daughter shopping trip came to a grinding halt.
"You know I don't like this store," Tina told her daughter. "Probably the only thing we can get is pajamas, but I don't even want to go in here, because I don't like the way this store uses sex to sell clothes."
But their biggest disagreement has been over a pair of shorts in Amanda's wardrobe.
"Whenever I would see a cute guy, I would pull [my shorts] up a little bit and kind of maybe fold the edge over here," Amanda said. ..." I still want to be beautiful and like try as hard as I can to attract some attention. I don't want a lot. I don't care about a whole lot of attention, just some."
Hoping to steer her daughter from overexposed to elegant, Tina signed Amanda up for a Pure Fashion conference in Atlanta.
"I don't want her to be distracted by men. So I kind of don't want men to look at her at all, not notice her," Tina said. "But I recognize that they will, so I just want to make sure they look at her in the way that I see her, which is pure and beautiful and innocent."
Pure Fashion is now in 24 states and a dozen countries. For one Sunday each month, high school girls are taught the do's and don'ts of dressing -- tank tops and short shorts are out; long sleeves and loose pants are in -- as well as lessons in hair, makeup, personal presentation. The company says enrollment is up 20 percent in the past two years.
Sharman drives home the message: Girls who expose too much, risk much more.