The simultaneous processes of secular state-building and state-led industrialisation resulted in a new ideology of women's labor in Turkey in the 1930s and the first half of the 1940s. As the country moved away from protectionist, state-led industrialisation in the post-war period, female industrial labor received increasing and contradictory attention from policy makers, employers, the new trade union movement, and middle-class feminists. On the one hand, there emerged an idealized image of factory women that emphasized their productive potential by metaphorically linking them with technology and mass production. However, this proud, progressive message was counterbalanced by an anxious, conservative view of young women's work—one that criticized factory girls’ consumption choices as posing a threat to respectable femininity. Weaving together lines of inquiry such as the change in industrialisation policy, women's access to technology, the sexual division of labor, and the emergent consumption patterns, I unpack the tropes of working-class productivity and femininity against the backdrop of the post-war expansion of capitalism in Turkey.