Gua Sha, '90s Dance Anthems and a Couple of Pints—House of Guinness Star Niamh McCormack Takes Us Inside the Show’s London Premiere

Picturehouse Central, a storied cinema in London's Piccadilly Circus, is no stranger to premieres. But on Tuesday evening, it was completely transformed into the image of a honky-tonk distillery for the official UK screening of House of Guinness, Netflix's highly anticipated historical drama set to be released on September 25, 2025.

It chronicles the four heirs to the Guinness brewery following the death of the family’s patriarch in a bid to secure the future of the country’s most famous drop of stout. Backdropping this battle of succession is a rebellion against the status quo that’s bubbling up from the streets, with working-class rebels fighting for Ireland’s republican status amidst a state of political turmoil. The latest from Peaky Blinders creator Steven Knight, the eight-part series takes place in the late 1800s and is set in the Irish capital, so it’s fitting that the premiere venue's usually plush red interiors and neon-lit candy bar were disguised with fake oak barrels and industrial chains.

Taking Who What Wear UK along for the event was breakout star Niamh McCormack. The 24-year-old Irish actress portrays a "determined" insurgent named Ellen Cochrane, though it could be said that the release party was almost as action-packed as the real-life incidents that inspired the show.

Where House of Guinness sees McCormack swaddled in mud-stained coarse-fabric petticoats, her looks for the show’s press couldn’t be further from the costumes donned. McCormack has opted for a form of "method dressing", a stylish decision in which an actor decides to pay homage to their character through their clothing choices during the press run.

She has previously worn a Victorian era-esque set from the Shanghai-based brand Shushu/Tong, but McCormack’s press tour culminated with a stunning gathered Loewe minidress. An admirable nod to the creative prowess and talent of Northern Irish fashion designer Jonathan Anderson, the dress was completed with a ruffled Flamenco hemline and topped off with stunning Cartier jewellery.

"It is important to acknowledge new and emerging designers as well as the established fashion houses," explains McCormack. "It is a dialogue between past and future." Personally, I can’t think of a better fashion tether to a series that recounts the fate, tragedies and fortunes of one of the most successful dynasties in Europe. But before House of Guinness hits the small screen, we caught up with McCormack pre-premiere to discuss everything from her glam rituals and the best place in town to get a pint of the black stuff, as the beer’s adherents colloquially call it. (Hint: It’s not The Devonshire in Soho, where the cast kicked on afterwards for a Guinness-pouring contest.)

Scroll on to read our conversation in full.

Congratulations on the show! How excited are you for the London premiere of House of Guinness tonight?

"I am beyond excited for tonight! It feels like the show isn’t our little secret anymore. We’ve done our work on our characters and performances, so now it’s up to the audience to enjoy!"

You’ve already screened the show in Ireland. What was the reception like there, and how do you think the audience will react tonight?

"We had such a great reaction from the Dublin premiere, and I can’t wait to hear what people think tonight! I am sure people will be surprised at how quickly you can be immersed in the world and care about the characters Steven Knight has created. It feels very special, especially being from Dublin myself."

What is your vision for what you’re wearing tonight? Was there a specific look or aesthetic you were inspired by?

"The vision we’ve gone for is divine femininity. Think The Birth of Venus by Sandro Botticelli, which is one of my favourite paintings. I’m such a Loewe fan, too, and I feel so grateful to be wearing this beautiful dress tonight."

What do you love most about look?

"I mostly love how elegant [the look] made me feel. It felt like Old Hollywood glamour, mixed with ethereal elements."

You’re a long way from the gritty streets of 19th-century Dublin. How are you paying homage to your character, Ellen Cochrane, through your outfit?

"I was paying homage to Ellen with the theme of birth and transformation referenced [in the painting]. Ellen goes through a lot of transformations and birthing of ideas as [the series] progresses, as well as being an independent and divinely feminine woman who is in charge of her own destiny."

What do you think Ellen would have to say about what you’re wearing?

"I think Ellen would love this look, but she would never be able to wear this [as is]. She’d need a pair of boots and a rifle! Ellen would also have the dress dirty in the first five minutes of wearing it."

How does your approach to red-carpet dressing differ from your day-to-day off-duty style?

"I approach red carpets as an excuse to get dressed up. It’s not every day you get the privilege to wear such beautiful clothes, and I love to pay homage to the role or the project through that as a means of expression."

Tell me about your GRWM rituals. Do you have any superstitions or customs that you swear by to get you through the process?

"My [getting]-ready rituals include icing my face—this helps me so much!—a little Gua Sha action, a nice body lotion and a sheet mask! I just really pamper myself and lean into the fun of it all!"

What kind of music do you listen to whilst getting glammed up?

"I listen to all kinds of music when I’m getting ready. If it’s just me on my own, maybe [I’ll put on] some nice soft piano or classical music to calm the nerves. For all the Guinness press, I’ve been listening to a lot of '90s dance anthems to get the energy flowing, especially early in the morning. Everyone has been loving it; it really sets the tone for the day ahead. 'Inner Smile' by Texas has really gotten me going for tonight!"

How do you decompress after a big premiere like this?

"I have this ritual, which I do wherever I go, called 'bed picnic'. I set up a towel on my [duvet cover] and lay out my takeaway of choice or whatever snacks I’ve selected like a proper picnic, and watch something on my laptop. It’s the little things!"

Where are the best places in London to grab a pint of Guinness?

"The Auld Shillelagh pub does a great pint of Guinness in London, but you’ll never get a better pint than in Dublin’s fair city."

House of Guinness is released on Netflix on 25 September.

Photographer: @pip.director
Photography assistant: @andreazubovic_
Stylist: @oisínboyd and @ellie.may.brown
Make Up Artist: @zoetaylormakeup
Hair: @leongorman