- Troye Sivan and Australian winemaker Penfolds unveiled the limited-edition Holiday Designed by Troye Sivan collection on October 1, 2026.
- The holiday release includes custom gift packaging across five wine varieties, including Bin 389 Cabernet Shiraz, Bin 407, and St Henri Shiraz.
- The collaboration features "Field Study: Magill," a bespoke scented candle made with Sivan’s independent luxury fragrance label, Tsu Lange Yor.
- This release represents Sivan’s second project as Penfolds' Creative Partner, arriving just ahead of his fourth studio album, She’s the Best, dropping October 9, 2026.
Australian pop star Troye Sivan has teamed up with heritage winemaker Penfolds to release Holiday Designed by Troye Sivan, a limited-edition global gifting collection for the 2026 holiday season.
The collaboration dresses five signature Penfolds wines in custom packaging designed by Sivan, including Bin 389 Cabernet Shiraz, Bin 407 Cabernet Sauvignon, and St Henri Shiraz. Sivan used warm colourways and handwritten messages on each box to highlight themes of reconnection and shared tables.
The line also introduces “Field Study: Magill,” a candle created alongside Sivan’s independent fragrance and design studio, Tsu Lange Yor. Formulated to evoke the vineyards and cellars of South Australia’s historic Magill Estate, the candle is available in 210g glass and 500g ceramic formats.
The release marks the second major project in an ongoing creative collaboration. Sivan joined forces with the heritage label earlier this year when he was named creative partner for Penfolds at Paris Fashion Week, introducing a limited run of Bin 389 magnums.
Sivan follows in the footsteps of Japanese designer and Human Made founder NIGO, who previously served as the brand’s inaugural Creative Partner on the One by Penfolds range.
Sivan continues an active 2026 commercial run. In September, He teamed up with Bumble for the Bee Line relationship advice series alongside his sister Sage Mellet, while maintaining recent brand ambassador ties with Uber Eats.
On the musical front, Sivan is gearing up to release his fourth studio album, She’s the Best, on October 9, 2026, following the release of his single “Party.”
Takeaways
Troye Sivan’s second installment with Penfolds illustrates how modern celebrity partnerships are shifting away from passive promotion toward tangible product development.
By integrating his own luxury label, Tsu Lange Yor, Sivan positions himself as an artistic director rather than a standard commercial endorser. This strategy allows a 180-year-old heritage winemaker to appeal directly to design-conscious millennial and Gen Z consumers without straying from its luxury roots.
Arriving just eight days before his next studio album drops, the campaign creates a coordinated cultural push across music, design, and seasonal entertaining.
Does Troye Sivan designing the gift boxes make Penfolds wines a more appealing gift choice for the holidays? How well does Penfolds balance modern creator culture with its 180-year heritage winemaking profile?
