Sasha Baron Cohen will be back this summer with Brüno, a follow-up comedy to his outrageously popular Borat: Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan (2006). Scheduled for a July 10 US release, the movie appears positioned to become this summer’s biggest sleeper hit. The project, like Borat, is based on a character from Sasha Baron Cohen’s Da Ali G TV show and was earlier reported by various sites as having the working title Brüno: Delicious Journeys Through America for the Purpose of Making Heterosexual Males Visibly Uncomfortable in the Presence of a Gay Foreigner in a Mesh T-Shirt.

With Cohen in the lead role, Brüno follows the story of a gay, flamboyant Austrian fashionista who takes his show to America. OK! Magazine reports the results:

As with Borat, Brüno doesn’t quite know how to relate to normal everyday people, and it seems it’ll be these same average joes who will have the toughest time with his fashionista ways and highlighted hair.

The fashion world better watch out too, as the stylista goes where he shouldn’t go and wears Velcro suits where he shouldn’t be wearing Velcro suits. Naturally, hilarity ensues. And only Brüno would tell a couple of drill sergeants that D&G stands for Dolce & Gabbana, “Hellooooo!”

We’ll be counting the days to July 10, so be sure to check out the trailer!