Sacha Baron Cohen turned up with a new take on the Coldstream Guard uniform, accompanied by a matching entourage, as his character Bruno for the UK premiere of the movie in London.
Cohen's fiancee Isla Fisher, star of Confessions of a Shopaholic, was there to support him. The pair also appeared at the Paris premiere earlier in the week, where Cohen was dressed in Lederhosen.
Gavin and Stacey's Mat Horne admitted to being a huge fan: "I admire what he does in terms of maintaining a character in the general public. He's one of the biggest risk-takers in the world."
Strictly star Rachel Stevens seemed to be enjoying the spectacle. Bruno sees Cohen play a camp Austrian fashionista who takes his fashion show to America. His last famous character was Borat.
Peaches and Pixie Geldof made a joint appearance at the premiere. Cohen joked on the red carpet that Barack Obama getting into the White House was an inspiration because he's "incredibly hot".
Kings of Leon were amongst the stars in attendance, which also included Sophie Ellis Bextor, Beverley Knight and Alex James from Blur. Bruno is out in UK cinemas on 10 July.