His movie hasn't even come out on our shores yet, but Sacha Baron Cohen's alter-ego, Brüno, is verging on overexposure -- and frankly, the entertainment value is so high, I don't mind.

On the cover of GQ's July issue (out on newsstands June 23), SBC's gay Austrian fashion journalist character poses in the buff, perhaps a not-so-subtle allusion to the magazine's recent (and mildly scandalous) cover featuring Jennifer Aniston.

GQ's inside photos are pretty hilarious, too. (I'm loving Brüno in Cavalli.)

The article is even more explicit. In the provocative question-and-answer session with the style guru, no subject is too crude (we learn more than we ever wanted to know about Brüno's nether regions) and no figure is too sacred (even poor Nelson Mandela gets taken down for his fashion sense while Fidel Castro gets style props).

But what I enjoy most about Brüno is that despite his mass comic appeal throughout the world, he manages to keep it real for the fashion set.

Though we know he's mocking us, I can't help but love his insider nods, like when he name-drops Costume National and confesses to sleeping in seaweed wraps (under a Zac Posen nightshirt).

He's pretty over-the-top, but then again, so is fashion.