Sacha Baron Cohen has taken to the streets of London in an S&M beefeater get-up accompanied by a marching troupe of men in leather hot pants and lace-up boots.

Cohen was heralding his new shock-effect movie Bruno, which sees him take up the character of a gay Austrian fashionista trying to make his way in America, it was reported.

“What’s up, London? The Austrians have finally invaded. Let’s hear it for my soldier boys,” said Cohen after sidling up to the podium. His band marched to the strains of Gloria Gaynor’s I Will Survive.

Cohen’s new look is hairless and waxed in contrast to the hair-covered Borat, his previous film alter-ego.

The star-studded London premiere of Bruno was a comic militaristic show that conjured up the Village People in their heyday.

Wife Isla Fisher appeared in a cheeky but svelte grey contoured mini and red lipstick, travelling alone to Leceister Square, it was reported. She posed innocently in grey ballerina-style ribboned high heels for photographers.

Cooking celeb Nigella Lawson appeared in a bunched, shoulderless black gown, while sisters Pixie and Peaches Geldof added shades of blue and tattoos to the grey-carpet spectacle.

Former Atomic Kitten Jenny Frost also turned up, looking stunning in white pants and blue top, while Rachel Stevens posed with marching gals in matching hats and leathers.

Source: Splash News