Unveiling a limited-edition Bin 389 collaboration during Paris Fashion Week
March 4, 2026 — Today, Penfolds announced Troye Sivan as its new Creative Partner. The landmark multi-year collaboration will see the cultural phenomena lead the brand into new creative territories, celebrating shared experience.
Troye conveyed his excitement about the collaboration: “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.”
Penfolds Chief Marketing Officer, Kristy Keyte, also spoke to the partnership: “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.”
Troye Sivan celebrated the announcement by hosting an intimate dinner during Paris Fashion Week. Joined by a close circle of friends and creators, Troye unveiled his first collaboration, limited-edition Penfolds Bin 389 Cabernet Sauvignon Shiraz designs.
Bin 389 Designed by Troye Sivan comprises two offerings: a limited-edition 750ml gift box and a 1.5L magnum art piece, both showcasing wine from the 2023 vintage. Each 750ml bottle is carefully hand wrapped in tissue paper printed with one of twenty images selected from Troye’s personal camera roll – each image is a moment of inspiration and connection to be collected and treasured. The magnum edition, handcrafted by South Korean artist Rahee Yoon, is limited to just 20 pieces, making it an exceptionally rare collector’s item, available by expression of interest only.
The striking translucent red-and-white designs evoke warmth and nostalgia. The wine itself – a benchmark of Penfolds excellence; one of Australia’s most cellared wines and a favourite amongst collectors worldwide – reflects Troye’s expressive, approachable character and casual elegance.
Troye Sivan follows in the footsteps of Penfolds first Creative Partner, NIGO, founder of Human Made and Artistic Director of Kenzo. Penfolds Creative Partners are globally celebrated cultural trailblazers who defy convention, merging authenticity and innovation to reshape the boundaries of creativity. Bin 389 Designed by Troye Sivan is available globally from March 2026 via luxury retail, global travel and direct-to-consumer channels. Further collaborations between Penfolds and Troye Sivan will be announced throughout 2026. Visit www.penfolds.com for more information.
About Penfolds
For over 180 years, Penfolds commitment to quality has been underpinned by the art of blending and attesting all wines are connected through a consistent and recognisable ‘House Style’; the ultimate expression of a time-honoured and distinctive tradition of finding the best grapes to make wine from the very best regions. Penfolds ‘House Style’ is recognised and revered the world over with wines such as Grange, Bin 707 Cabernet Sauvignon, Bin 407 Cabernet Sauvignon and Bin 389 Cabernet Sauvignon Shiraz. This philosophy extends beyond Penfolds spiritual home of South Australia to the bountiful soils of France, USA, and China, where wines such as FWT 585 and FWT 543 continue to forge Penfolds reputation for excellence. Through the passing of time, wine innovations have become great traditions and old and new generations continue to mark moments and create their own stories, with a glass of Penfolds in hand. And so – almost two centuries since inception, Penfolds continues to write new chapters and proudly remains one of the world’s most revered winemakers – now and for ‘evermore’. For more information visit:
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About Troye Sivan
Troye Sivan is a GRAMMY nominated Australian singer, songwriter and actor who has firmly established himself as a global icon in the worlds of pop music, culture, fashion and LGBTQIA+ representation. Over twenty-six billion streams and 10 million adjusted albums sold worldwide are milestones only a few artists can claim. Doing it by age 30 is another thing entirely. Throw in a range of standout roles in Hollywood features, high fashion collabs, runway appearances, launching a global lifestyle brand and a combined social audience of over 39 million and the list really boils down to one person – Troye Sivan.
Raised in Perth, Australia, Sivan set the world on fire with a pair of EPs – 2014’s TRXYE and 2015’s Wild. With his debut album Blue Neighbourhood, sophomore album Bloom, the 2020 EP In A Dream, and most recently his third studio album, Something To Give Each Other, as well as a slew of singles and collaborations in between, Sivan has cemented himself in the music industry with over 10 years of experience under his belt. Hailed as “the perfect pop star” by TIME, Sivan’s 2023 hit single “Rush” earned global accolades and praise, including two GRAMMY nominations. He recently earned his third GRAMMY nomination for “Got Me Started”. In 2024, Sivan headlined the European and Australian legs of his Something To Give Each Other Tour and co-headlined the North American SWEAT tour with friend and collaborator Charli xcx. His career has been further celebrated as the recipient of six ARIA Awards, a Billboard Music Award, three MTV Europe Music awards and two GLAAD Media Award wins. “Revelation,” his collaboration with Jónsi for BOY ERASED, was nominated for a Golden Globe for Best Original Song – Motion Picture and shortlisted for an Oscar. Sivan has been featured in global campaigns for Prada, Rabanne Beauty, Google, Smirnoff, Cartier, YSL Beauty, Calvin Klein, Valentino, Savage Fenty, GAP and Beyoncé’s Ivy Park, and appeared in The Weeknd & Sam Levinson’s “The Idol” for MAX, alongside Lily-Rose Depp, Blackpink’s Jennie and Abel himself. He also launched Tsu Lange Yor, an independent luxury lifestyle collection of fragrances and art-driven objects. Sivan spends his time between Los Angeles and Melbourne, Australia; and he continues to be represented by Good World Management, CAA and imPRint. www.troyesivan.com
