LONDON — Sacha Baron Cohen has made a grand entrance for the London premiere of his new mock documentary “Bruno.”

The British comedian showed up in character as Bruno in a skimpy variation of the red-and-black uniform and bearskin hat worn by Buckingham Palace guards.

Cohen led a procession of similarly attired men in tight black shorts and military waistcoats that showed off their midriffs. Despite the flashy outfits and entourage, Cohen joked that he wanted to be low-key and slip in unnoticed.

The Bruno character is a gay Austrian fashion devotee who tends to rub people the wrong way. Cohen plays Bruno in his follow-up to his surprise box-office hit “Borat” — in which he played a clueless journalist from Kazakhstan.

© 2009, The Associated Press. All Rights Reserved.