From We Make Money not Art:
"A magnificent fashion show recreates the colorful history of the toaster helmet on the catwalk, starting with the early experimental and functional helmets, going through the extravagant models of the 60s and ending with the well known design helmets of the past decade. As a special feature young and promising designers show their latest creations. "

So this has been going on for a while then... people shooting toast out of their heads in the Netherlands. Part of the Tweetakt 2005 art festival thing, which makes the whole shooting toast out of your head deal seem more reasonable by comparison. Context is everything.

Toaster Helmets [spullenmannen]