Grey Wiese

In Ksenia Sobchak’s interview, Sergey Grigoryev-Appolonov — Grey Wiese — appears not simply as an eccentric Paris-based blogger, but as someone who has travelled from the rigidity of the corporate world toward a life built around individuality.

Paris is almost a second character in the story. Flea markets, vintage silver, Christofle, Avenue Montaigne, Dior, Chanel, antique crystal and impeccably set tables shape the Grey Wiese aesthetic. Yet behind the polished surface lies a far more complex biography: Saratov, studies at the Academy of Public Administration, a move to Germany, a successful career in the pharmaceutical industry, and a later turn toward music and social media.

As Sergey explains, his love of beautiful things goes back to childhood. His mother never kept tableware hidden away « for a special occasion » — it was used every day. Even when money was limited, the table still had to be beautifully set.

The most important turning point came in Germany. Sergey had all the elements of a classic European success story: a senior position, a strong income, property, cars and business travel. Gradually, however, that stability began to feel like living the same scenario over and over again. Vocal lessons, a secret Instagram account and the Grey Wiese pseudonym became his first steps beyond the corporate identity.

Later, while trying to build a career in the Russian entertainment industry, Sergey once again encountered pressure to conform: to change his appearance, alter the way he spoke and become less visible. Today, high heels, mini skirts and deliberately feminine silhouettes are seen as part of his signature style, although Sergey recalls that his fascination with heels began in his teenage years, when he would wear his mother’s shoes at home.

That is why the ultimate luxury in the Grey Wiese story is not a Birkin, silverware or an apartment near Avenue Montaigne.

It is the freedom to stop playing someone else’s role.

Behind the striking Parisian image is a man who has completely reinvented his life more than once — and ultimately made individuality the defining element of his public persona.

His true luxury is the freedom to be himself.