Celebrity Name: Troye Sivan
Brand Name: Penfolds
Deal Type: Multi-Year Creative Partnership
Announced: March 4, 2026 (Paris Fashion Week)
Impact: Elevates Penfolds’ cultural relevance with younger, fashion-aware audiences while expanding Sivan’s footprint from music and fashion into the luxury wine space
- Penfolds has officially named Troye Sivan as its new Creative Partner in a landmark multi-year collaboration that will see the global pop star lead the brand into new creative territories.
- Sivan unveiled the partnership at an intimate dinner during Paris Fashion Week, debuting his first collaboration, a limited-edition design for the Penfolds Bin 389 Cabernet Sauvignon Shiraz.
- The collection includes a limited-edition 750ml gift box (RRP AUD $120) and an ultra-rare 1.5L magnum, limited to just 20 pieces and handcrafted by South Korean artist Rahee Yoon.
- Sivan follows in the footsteps of NIGO, founder of Human Made and Artistic Director of Kenzo, who served as Penfolds’ first-ever Creative Partner.
Troye Sivan is adding another creative title to his already impressive résumé. The GRAMMY-nominated Australian singer, songwriter, and actor, who boasts over 26 billion streams and a combined social audience of over 39 million, has officially signed on as Creative Partner for one of the world’s most iconic wine houses, Penfolds.
The announcement was made in the most fitting of settings: an intimate dinner hosted by Sivan himself during Paris Fashion Week, attended by close friends and creatives.
His debut collaboration puts a deeply personal stamp on Penfolds’ celebrated Bin 389. Each 750ml bottle arrives hand-wrapped in tissue paper printed with one of twenty images drawn from Sivan’s personal camera roll, candid moments of inspiration and connection.
The magnum edition, handcrafted by South Korean artist Rahee Yoon, is limited to just 20 pieces, making it an instant collector’s item.
Sivan shared his enthusiasm, saying the partnership is “a dream creative dialogue” and that together, they “aspire to produce catalysts for connection.”
Penfolds CMO Kristy Keyte described Sivan as “a visionary whose influence spans music, fashion and design — and now, wine,” adding that he is “propelling Penfolds beyond where we would go on our own.”
Just as Sivan is expanding beyond music, this deal arrives as he’s been busy building his lifestyle brand Tsu Lange Yor and preparing new music. Further collaborations with Sivan are expected throughout 2026, with a Hong Kong release of the Bin 389 collection scheduled for May 2026.
This deal mirrors a broader trend of pop culture icons crossing into the luxury goods space. Similar brand partnerships in 2026 include Julianne Moore being named Global Ambassador for Messika and Vanessa Kirby named Newest Global Brand Ambassador for Lancôme.
Takeaways
This partnership is a masterclass in brand evolution. Penfolds isn’t just slapping a celebrity name on a bottle, they’re inviting Sivan into the creative DNA of the brand. With his personal photography featured on every bottle, this feels less like a sponsorship and more like an art installation you can drink.
For Sivan, it’s another smart move that extends his creative universe beyond music into luxury lifestyle; a space he’s been quietly building with Tsu Lange Yor, his fragrance and lifestyle brand. Adding wine to that world feels completely on brand.
Does a celebrity-designed wine bottle make you more or less likely to buy it, and why? How does a multi-year deal like this shape the long-term identity of both Sivan and Penfolds, and who benefits more?
