In today’s luxury landscape, many brands attempt to align themselves with pop culture, yet creating a sense of genuine cultural understanding is often far more complex than it appears. Penfolds, however, seems to be navigating that conversation with notable finesse, announcing global pop artist Troye Sivan as the brand’s latest Creative Partner.
For decades, Penfolds has been recognised as one of the world’s most iconic wine houses, backed by more than 180 years of heritage and celebrated labels such as Grange and Bin 389, both highly regarded among collectors worldwide. Yet beyond what sits inside the glass, perhaps the more compelling story lies in how the brand is redefining the modern wine experience itself, and Troye Sivan feels like a particularly fitting embodiment of that vision.
He is not merely a chart-topping pop artist, but a cultural figure who moves seamlessly between music, fashion, and contemporary culture. Whether appearing on the red carpet, attending Fashion Week, or fronting campaigns for luxury houses, Troye has evolved beyond the role of musician into a defining voice of a new generation. Speaking about the collaboration, Troye described Penfolds as a brand that shares his appreciation for culture and meaningful moments, perhaps the very essence of what makes this partnership feel so natural.
To celebrate the collaboration, Penfolds and Troye Sivan unveiled the limited-edition Bin 389 Designed by Troye Sivan during Paris Fashion Week, surrounded by an intimate dinner attended by figures from the worlds of fashion and creativity.
The design arrives in translucent shades of red and white, evoking warmth and nostalgia, more reminiscent of an object preserving memories than a conventional wine box. Inside remains the 2023 vintage of Bin 389, widely regarded as one of the wines that best expresses the DNA of Penfolds through its structure, depth, and collectable appeal.
At a time when the boundaries between fashion, music, lifestyle, and art continue to blur, the collaboration between Penfolds and Troye Sivan feels less like a standard partnership and more like a reflection of a new cultural language, one that no longer sells merely a product, but rather emotion, identity, and experience itself.
