LONDON – Sacha Baron Cohen made a grand entrance Wednesday for the British premiere of his new mock documentary "Bruno," turning up in a skimpy variation of the uniforms worn by Buckingham Palace guards.

The British comedian came in character as Bruno in a towering bearskin hat, a red military waistcoat and tight black shorts. He was accompanied by a group of similarly attired men whose waistcoats showed off their midriffs.

"I just wanted to do something that was flattering for the royal family. Something that the queen — I'm not talking about Elton John — would really appreciate," said Baron Cohen as Bruno, a gay Austrian fashionista. "You know the British royal family and the Austrians have got a lot in common. We're still the only people who are proud to wear a swastika."

Baron Cohen's flashy appearance at the premiere follows his stunt May 31 at the MTV Awards. As Bruno, Baron Cohen descended into the audience on a wire, ending up with his bare behind in the face of rapper Eminem, who stormed off in a show of anger. Eminem later said he was in on the gag.

"Bruno" begins hitting theaters worldwide early next month, including July 10 debuts in Britain and the United States. The movie is Baron Cohen's follow-up to his 2006 hit "Borat: Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan," in which he played a clueless journalist on a U.S. tour.