Grey Wiese

In his interview on Na Kovre, Sergey Grigoryev-Appolonov — Grey Wiese — talks about what usually stays behind the polished image: blogging as a full-fledged business, money, online hate, concerts, and the freedom to look exactly the way he wants.

Behind the effortless Parisian videos lies an almost German level of discipline. Sergey explains that he works across several social media platforms, publishes content regularly, and considers consistency one of the main conditions for success. At the same time, only part of his life remains public — he prefers to keep his personal relationships private.

Fashion occupies a special place in the conversation. For Sergey, Paris is a city where even an extravagant look no longer feels extravagant. Schiaparelli, Chanel, unusual jewellery and haute couture have become part of his visual language, but Sergey stresses that this is not a character created for the camera — this is simply how he lives.

Today, his blog is his main source of income. Sergey speaks openly about advertising and monetisation, but says he chooses only projects that match his interests: fashion, beauty, travel and food. The major turning point came in 2023, when he stopped focusing solely on views and decided to create, first and foremost, what genuinely interested him.

Popularity also has a darker side: threats, blackmail, attempts to disrupt performances and constant online hate. Yet Sergey sees strong reactions from the audience as proof that his public image genuinely provokes emotion.

Ultimately, the conversation returns to the central theme of his story — the freedom to be himself. After corporate life in Germany and attempts to conform to the expectations of Russian television, his own blog became the space where he no longer had to change his clothes, voice or personality to satisfy someone else’s expectations.

Loved, debated, criticised, photographed — for Grey Wiese, all of it is part of the same public life. What matters most is that he now sets the rules himself.