FOHRMS is the evolution of HOLYDAY, the swimwear brand featured in Forbes, Who What Wear, Stylist UK, Tatler UK and other leading international publications, and worn by celebrities, creators and a growing community of women around the world who connected with the pieces.

In 2024, we stepped back to reimagine what the brand could become. Not simply more refined but more considered and intentional. 

The result is FOHRMS: a modern essentials house created for women who move between disciplines, climates, cities and states of mind with quiet confidence.

Rooted in the belief that luxury is not defined by excess but by precision, FOHRMS creates elevated swimwear, activewear and everyday essentials with a focus on exceptional fabrics, thoughtful construction and lasting design. Our materials are sourced from Italy and developed with trusted manufacturing partners who share our commitment to craftsmanship, quality and longevity.

Every piece begins with the body. The way fabric holds, moves, supports and softens. The way a silhouette can contour without complication. The way a garment can feel effortless while being deeply considered.

Designed in distinctive colourways and timeless forms, FOHRMS pieces move seamlessly between water, movement, travel and everyday life. They are made to be worn often, packed instinctively, styled easily and kept for seasons to come.

FOHRMS.

A name inspired by the human form.

The starting point for everything we make.

Yasmine Hottary
Founder, FOHRMS