Sacha Baron Cohen, at centre as his gay fashionista character, poses in London on Wednesday, outside the British premiere of his new film Bruno.Sacha Baron Cohen, at centre as his gay fashionista character, poses in London on Wednesday, outside the British premiere of his new film Bruno. (Sang Tan/Associated Press) Clad in a saucy outfit inspired by Buckingham Palace's guards, outrageous comedian Sacha Baron Cohen debuted his latest mockumentary, Bruno, to fellow Britons in London on Wednesday.

In character as his titular gay fashionista character, Baron Cohen arrived for the comedy film's premiere wearing a towering bearskin hat, a military-inspired sleeveless red vest, ridiculously tight black hotpants and boots. He was accompanied by similarly clad men and women.

"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," the over-the-top comedian said.

The British actor and comedian rose to fame with his various alter egos, including dopey chav Ali G. and offensive Kazakh TV reporter Borat, who interview celebrities or members of the general public, generally behave badly, and thus poke fun at prejudices and acceptance of stereotypes.

His 2006 film Borat: Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan was a surprise hit.

"I just saw this movie called Borat. To be honest, I found it a really offensive portrayal of a foreigner," Baron Cohen, in character as Bruno, quipped to reporters on the red carpet in London on Wednesday.

However, as with Borat, criticism has already started against Bruno, including a lawsuit brought by a U.S. woman who claimed she was injured at a bingo parlour during shooting of the film, as well as gay activists who worry that the film could reinforce negative steoreotypes about homosexuals.

Following a host of attention-getting promotional stunts — from appearing nude on the cover of GQ magazine to his bare-bottomed tangle with a faux-outraged Eminem at the recent MTV Movie Awards — Bruno opens in theatres in early July, including in North America and the U.K. on July 10.

With files from The Associated Press