Actually Anna Haupt and Terese Alstin fooled you.
According to their site:
The idea of developing a new type of cycle helmet was a response to the introduction of a law on mandatory helmet use for children up to the age of 15 in Sweden, which triggered a debate on whether cycle helmets should be mandatory for adults too. Anna and Terese saw their master’s thesis as an opportunity to find out whether it would be possible to develop a cycle helmet that people would be happy to wear – whether they had to or not.See it yet?
Via and image: Collective Evolution
Big thanks to @Crticalanglez who you can follow on Twitter here.