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.

"Bruno" begins hitting theaters worldwide early next month, including July 10 debuts in Britain and the United States.