Distinctively Australian.
Australian musician Troye Sivan is stepping into a new creative role, this time with one of Australia’s most established wine houses, Penfolds. The singer has been named the brand’s newest Global creative partner, marking a multi year collaboration that brings together two distinctly Australian names.
Troye Sivan collaborates with Penfolds on a limited edition Bin 389 release, marking the start of a new global creative partnership.
The partnership was unveiled during Paris Fashion Week, where Sivan hosted an intimate dinner with friends and creatives to celebrate the moment. It also served as the introduction to his first project with the brand, a limited edition design for the Penfolds Bin 389 Cabernet Sauvignon Shiraz.
For those familiar with Penfolds, Bin 389 is one of the winery’s most recognised bottles, often sought after by collectors. For this special release, Sivan approached the design from a more personal perspective. Each 750ml bottle is presented in a gift box and wrapped in tissue printed with one of twenty photographs taken from his own camera roll. The images reflect moments of inspiration and connection from his life, giving every bottle a slightly different story.
Alongside the standard bottle, the collaboration also includes a rare magnum edition created with South Korean artist Rahee Yoon. Limited to just twenty pieces, the 1.5 litre bottle has been handcrafted as a sculptural artwork, making it less of a traditional wine release and more of a collector’s piece.
Sivan follows the brand’s first Creative Partner, NIGO, founder of Human Made and artistic director of Kenzo. The initiative reflects Penfolds’ ongoing interest in collaborating with figures from outside the wine world who bring a different creative point of view.
Set to launch globally this month, the Bin 389 Designed by Troye Sivan release is just the beginning. More projects from the partnership are expected to roll out throughout the year, signalling a new creative chapter for the historic Australian label.
