Troye Sivan isn’t just redefining pop culture; he’s now leaving his mark on wine. Penfolds, one of Australia’s most iconic wineries, has tapped the singer, actor, and creative force as its new Creative Partner, a collaboration that fuses art, storytelling, and the ritual of wine.
During Paris Fashion Week, Sivan hosted an intimate dinner to unveil his first designs: a limited-edition Bin 389 Cabernet Sauvignon Shiraz. Each 750ml bottle comes hand-wrapped in tissue printed with images drawn from Sivan’s personal camera roll, capturing moments of inspiration, creativity, and connection. For collectors, a 1.5L magnum, crafted by South Korean artist Rahee Yoon, is limited to just 20 pieces—a rare expression of wine as art.
“This partnership with Penfolds is a dream creative dialogue for me,” Sivan shared. “Together, we aspire to produce catalysts for connection.” His vision mirrors Penfolds’ legacy of innovation, where heritage and culture converge, creating experiences that extend beyond the bottle.
The translucent red-and-white designs of the collection evoke warmth and nostalgia, while the wine itself, a benchmark of Penfolds’ excellence, underscores the brand’s global stature. By combining a celebrated vintage with Sivan’s personal touch, the collaboration bridges wine, music, and visual storytelling, offering a tangible reminder of shared moments and creativity.
Following in the footsteps of Penfolds’ first Creative Partner, NIGO, Sivan continues the tradition of collaborating with cultural trailblazers who reshape perception and connection. With Bin 389 Designed by Troye Sivan now available worldwide, the project signals a bold, contemporary approach to luxury wine—one that celebrates memory, artistry, whilst unravelling new stories.
(Images: Penfolds)
