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The legendary Australian wine brand is entering a fresh chapter by appointing Troye Sivan as its new Creative Partner, bringing together wine, design and contemporary culture.
Troye, an Australian singer, actor and style icon who's basically everywhere right now, is lending his taste to add a flavour of fashion to Penfolds – the big announcement dropping during last week’s Paris Fashion Week Fall/Winter 2026 event. To launch this new partnership, his first project is already here: a limited edition label for Penfolds Bin 389 Cabernet Sauvignon Shiraz. And we know where to get one.
Taking the torch of creative collaboration from Japanese streetwear brand NIGO, Troye has some big shoes to fill following Penfolds' first creative partnership success. Already making waves, it's part of the brand's ongoing obsession with pairing influential artists with its 180-year winemaking heritage – and the results look gorgeous.
The collection comes in two formats. There's a standard 750ml gift box, then the proper collector's piece – a 1.5 litre magnum that Sivan co-created with South Korean craftsman Rahee Yoon. The packaging uses translucent red and white tones designed to feel warm and celebratory, meant to capture those special moments when people gather together.
Only 20 bottles of the magnum exist worldwide, so they're seriously hard to come by. Thankfully, the 750ml bottles are much easier to find, launching globally in March 2026 and hitting Thai supermarkets by April.