Hong Kong – Penfolds has announced Troye Sivan as its new creative partner, marking a multi-year collaboration that will see the music and fashion icon shape the brand’s creative direction, design limited-edition wine collections, and lead initiatives celebrating shared cultural experiences.
Troye marked the announcement with an intimate dinner during Paris Fashion Week, where he unveiled his first project with the brand: limited-edition Penfolds Bin 389 Cabernet Sauvignon Shiraz designs.
The Bin 389 Designed by Troye Sivan collection features a 750 ml gift box and a 1.5 L magnum art piece, both from the 2023 vintage. Each 750ml bottle is hand-wrapped in tissue printed with one of twenty images from Troye’s personal camera roll, while the magnum, crafted by South Korean artist Rahee Yoon, is limited to 20 pieces and available by expression of interest.
The designs highlight warmth and nostalgia, complementing the wine’s standing as a benchmark of Penfolds’ craftsmanship and a favourite among collectors.
The Bin 389 collaboration will be available globally from March 2026 through luxury retail, travel, and direct-to-consumer channels, with a Hong Kong release scheduled for May 2026. Further collaborations with Sivan are expected throughout the year.
Troye follows NIGO, founder of Human Made and artistic director of Kenzo, as Penfolds’ creative partner. The role brings together cultural figures who merge creativity and innovation to expand the brand’s reach beyond traditional wine experiences.
Conveying his excitement on the partnership, Troye said, “This partnership with Penfolds is a dream creative dialogue for me.” Penfolds and I share a passion for culture and creating moments that matter. Together, we aspire to produce catalysts for connection.”
Kristy Keyte, chief marketing officer at Penfolds, commented, “Troye Sivan is a visionary whose influence spans music, fashion and design – and now, wine. He embodies many values close to Penfolds’ heart, like curiosity and creativity. Troye is a trusted partner who is propelling Penfolds beyond where we would go on our own, opening new pathways for us to bring people together and create never-forgotten memories.”
