LONDON , England ( CNN ) -- Arriving at the London premiere of his self-titled mockumentary dressed in an enormous bearskin hat , cropped red army tunic and barely there hot pants , flamboyant Austrian fashionista , `` Bruno , '' paid sartorial tribute to the British as only he knows how . Bear-ing all : British comedian Sacha Baron Cohen 's latest comic creation Austrian fashionista , Bruno , hits the red carpet . Waxed to perfection and flanked by a group of muscular black men dressed like a camp Queen 's Guards , the gay fashion reporter flounced down the carpet to greet his public . `` Vassup CNN ! Lookin ' hot , '' Bruno said to CNN . `` I do n't want any attention ; I 'm not here to promote my movie . '' `` Bruno , '' which hits cinemas in most territories next month , is the latest comic creation of British comedian Sacha Baron Cohen , who last shocked , insulted and delighted audiences in 2006 with Borat , Kazakhstan 's `` Most Famous Broadcaster . '' Bruno continues the unique approach to comedy Baron Cohen honed with characters like uneducated , loutish jungle music fan Ali G and then homophobic , anti-Semitic Kazakh journalist Borat . Watch `` Bruno '' on the red carpet » . His specialty is characters who say the unsayable : like Bruno 's carpet quip that his new film is `` the most important movie starring a gay Austrian since 'Terminator 2 , ' '' in joking reference to the married ( and firmly heterosexual ) Austrian Terminator star , Arnold Schwarzenegger , now Governor of California . In pictures : Bruno offers fashion advice to CNN » . Baron Cohen puts his creations in real-life situations and uses them to draw unsuspecting participants into letting well-hidden prejudices slip out , engage in embarrassing behavior or contradict themselves . Characters like Bruno and Borat `` essentially work as a tool , '' Baron Cohen told UK paper The Observer in a rare out-of-character interview : `` By himself being anti-Semitic , he lets people lower their guard and expose their own prejudice . '' Baron Cohen 's approach courts controversy . `` Borat : Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan '' opened to a wave of outrage from race-relations campaigners . This time it is gay-rights campaigners who are up in arms . `` Sacha Baron Cohen 's well-meaning attempt at satire is problematic in many places and outright offensive in others , '' Rashad Robinson , senior director of media programs for the Gay and Lesbian Alliance Against Defamation told the New York Times . While some critics may suggest that his films may reinforce prejudices , others disagree . `` It is difficult to accuse Cohen of making films that are racist or homophobic , '' Aubrey Day , Editor-in-Chief of Total Film magazine told CNN . `` He takes characters and exaggerates them for broad comic value , but I do n't think there 's any credence in the idea that he supports any of those ideals . '' But Baron Cohen certainly knows how to manipulate the media . The 37-year-old has been whipping up anticipation for `` Bruno '' with a series of attention-grabbing , hilarious stunts . In September last year , he brought chaos to the hallowed fashion shows of Milan when he stormed the catwalk of designer Agata Luiz de la Prada 's show dressed in a Velcro suit with clothes from backstage stuck all over it . Most recently , he descended from the ceiling at the MTV Movie Awards wearing nothing but a pair of angel 's wings and a skimpy thong before `` falling '' onto irate rapper Eminem 's face . Eminem stormed out of the awards but later admitted he knew about the stunt beforehand . `` Borat '' debuted at number one in the U.S. box office and went on to gross $ 300 million in box office and DVD sales . Industry experts are predicting an even bigger return for `` Bruno . '' The secret of the Baron Cohen comedy phenomenon may lie in his combination of laughs with something a bit deeper : namely his ability to highlight prejudices and hypocrisies . `` What he does very well is hold a mirror up to a lot of society 's current ideals and expose them for what they are , '' Day told CNN . `` That is one of the joys of his films . `` You can enjoy them on a simple level , in that they are very funny , but hopefully you also come away thinking , or maybe re-thinking some of your attitudes . ''
`` `` Bruno '' on the red carpet » '' paid tribute to Austrian icons in a bearskin hat at UK movie premiere . The Austrian fashionista is UK comedian the New York Times Cohen 's latest creation . `` Bruno '' has already caused controversy with gay rights campaigners . Baron Arnold Schwarzenegger 's comedy holds a mirror up to many of society 's ingrained prejudices .