This thesis explores how the Swedish magazine Morgonbris depicted women's new roles in the workforce during World War I and whether these depictions challenged or upheld contemporary gender structures. The study addresses two main questions, how Morgonbris portrayed women's new roles in the workforce and how this portrayal challenged or upheld contemporary gender structures. And also how the magazine integrated the ideal of respectability to engage and mobilize female workers, analyzed through Ronny Ambj?rnsson's descriptions of respectability ideals. Using Hirdman's gender system theory, which examines the maintenance of gender power structures through separation and hierarchy, and Ambj?rnsson's work on respectability ideals, the study employs a qualitative content analysis of articles from Morgonbris during the war years. By identifying and analyzing expressions of class and respectability ideals, the research uncovers strategies used to engage and mobilize female workers. The results show that Morgonbris portrayed women's entry into traditionally male-dominated labor sectors as a significant shift that challenged established gender roles.