Penfolds has opened a new chapter in its global creative strategy with the appointment of Troye Sivan as its Creative Partner, announced during Paris Fashion Week on March 4, 2026. The landmark multi‑year collaboration brings together one of Australia’s most influential cultural figures with one of its most iconic wine houses, setting the stage for an artistic partnership focused on shared experience, creativity and connection.
Troye Sivan’s Vision for the Collaboration
Troye expressed his enthusiasm for the partnership by describing it as a dream creative dialogue rooted in the desire to craft meaningful moments. He highlighted the shared passion he and Penfolds hold for culture and for the power of art to bring people together, noting that the collaboration aims to produce experiences that resonate far beyond the bottle.
Penfolds on Choosing Troye Sivan as Creative Partner
Penfolds Chief Marketing Officer Kristy Keyte underscored that Troye’s influence, bridging music, fashion and design, embodies values central to Penfolds’ identity. She emphasized his curiosity, creativity and ability to open imaginative pathways that extend the brand into new cultural territories. According to Keyte, Troye serves as a true partner who broadens the horizon of what Penfolds can create and how it can connect with global audiences.
A Paris Fashion Week Debut for a Wine Designed Through Troye’s Lens
To celebrate the launch of the partnership, Troye hosted an intimate Paris Fashion Week dinner alongside a circle of friends and creators. The gathering became the setting for the debut of his first collaboration with Penfolds: a limited‑edition redesign of the celebrated Penfolds Bin 389 Cabernet Sauvignon Shiraz.
A Collector’s Edition Bin 389 Reimagined by Troye Sivan
The Bin 389 Designed by Troye Sivan release includes two rare expressions from the 2023 vintage. The 750ml edition features a gift box and bottles individually wrapped in tissue printed with one of twenty personal images captured from Troye’s own camera roll. Each image reflects a moment of inspiration tied to the themes of connection and creativity, turning every bottle into a collectible artifact.
The magnum edition elevates the experience further. Created in collaboration with South Korean artist Rahee Yoon, the 1.5‑liter art piece blends craftsmanship with contemporary design and is limited to only twenty handcrafted pieces, available exclusively by expression of interest.
Design That Blends Warmth, Nostalgia and Contemporary Expression
Visual warmth defines the collaboration’s aesthetic, brought to life through translucent red‑and‑white design elements that evoke both nostalgia and modernity. While the presentation captures Troye’s expressive and approachable style, the wine at the center remains pure Penfolds: Bin 389, one of Australia’s most cellared and internationally recognized wines, celebrated for its depth, structure and age‑worthy character.
Building on Penfolds’ Legacy of Cultural Collaborations
Troye Sivan follows NIGO, founder of Human Made and Artistic Director of Kenzo, as Penfolds’ second Creative Partner. The initiative highlights Penfolds’ commitment to working with influential cultural innovators who expand the brand’s creative boundaries while staying true to its heritage.
Penfolds and Troye Sivan: Future Collaborations Ahead
Bin 389 Designed by Troye Sivan will be available worldwide beginning March 2026 across luxury retailers, global travel networks and direct‑to‑consumer channels. Additional creative collaborations between Troye and Penfolds are planned for release throughout 2026, setting the foundation for an evolving artistic partnership that unites culture, craftsmanship and one of Australia’s most storied wineries.
