Gay Austrian fashion reporter Brüno Gehard is fired from his own television show, ''Funkyzeit mit Brüno (Funkytime with Brüno)'' after disrupting a Milan Fashion week catwalk (whose audience included Paul McCartney), and his lover Diesel leaves him for another man. Accompanied by his assistant's assistant, Lutz, he travels to the United States to become "the biggest Austrian superstar since Hitler".