Another Sign of the Times?
Up until the mid-1950s there had probably never before been a need to tell people how to dress for a sea voyage on Cunard liners. Ashore however, all the previously known class boundaries were quite quickly being torn down and a lot of formalities were being suddenly cast aside as no longer fashionable.
Within this “new wave” of thinking came the realisation by Cunard that all the pomp and circumstance was also under threat aboard its ships! What to do and not get torn apart, or indeed, potentially lose a very valuable clientèle?
The answer was to introduce a new two page spread within its brochures. With lots of clip-art, these presented the ticklish core messages, especially for dress code, within a “fun page”. The two key messages to be conveyed were that…
Aboard the Caronia passengers dress formally for dinner, except on the first and last nights out and whenever the ship leaves port late in the afternoon.
along with…
Your shorts, slacks and bathing suit will be saved only for deck and pool.
Even to this day, 1st class passengers on Cunard ships are expected to dress formally for dinner, and as for wearing bathing trunks in a public room - Well !!! Whilst the messages and the pictures around them were light-hearted, there's never been any mistaking the desire to maintain and uphold decorum. After all, with top class food along with silver-service, ensuring a dress standard only adds to the atmosphere, old-fashioned or not!
Caronia may have been the standards setter of her day, but she wasn't immune from the pressures from ashore, where all the old mores were being cast aside like never before. Clearly the feedback from the Restaurant Managers was a cry for help, as they were probably having to turn more and more people away for not being “suitably dressed for dinner”.
However, all this wasn't just about trying to educate the riff-raff… These “Cruising Cues pages” also reinforced belief with the cognicenti that their on-board standards were going to be upheld, thereby keeping their future bookings secure!




