It's a nice variant on the old school 2L pop bottle fender mounted on the frame. This one uses laundry soap bottles and is actually mounted into the fork crown.
The instructions suggest using a star fangled nut, but those are a royal pain to remove, I would suggest their alternate solution of using a rubber expander to mount it.
I personally think they will look much better with some matte black spray, but in either case, the fender does come out looking like it started life as a fender, not a soap container.
Full instructions here,