Mostly for women.
Coming from the[url=http://www.dailymail.co.uk/femail/article-2281826/Enterprising-firms-rent-ad-space-young-Japanese-womens-bare-legs.html] same place where people sell their thighs for ad space[/url], this is just another weird twist in Japanese fashion.
Where do they even get these ideas? Would you wear panties on your head if it was fashionable? Would you sell your thigh or shave your head so you could rent it to ad companies?(they're temporary stickers that you can take on and off).
When you think about it, every culture has it's own weird fashion trends. Sock with sandals, I love boobies bracelets, tube tops, hoop rings, etc. Do you think our fashion trends could be seen just as oddly by those panty-headers?
Probably so.
Discuss.
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The picture of the girl with the underwear on her head reminds me of Bane. Japan! *holds up underwear* This is the instrument of your liberation!