FOHRMS is the evolution of HOLYDAY, a brand that was featured in Forbes, Who What Wear, Stylist UK, Tatler UK and other leading international publications, worn by celebrities, influencers and a growing community of women worldwide.

In 2024, we took a step back to refine our vision and build something stronger. The result is FOHRMS. A modern essentials brand created for women who value quality, simplicity and effortless confidence.

Born from the belief that premium clothing shouldn't come with luxury markups, FOHRMS creates elevated swimwear, activewear and essentials using exceptional fabrics sourced from Italy and trusted manufacturing partners who share our commitment to craftsmanship.

Every piece is designed to feel as good as it looks, combining flattering silhouettes, comfort, functionality and timeless design. We focus on creating versatile wardrobe staples in unique colorways that move seamlessly between travel, leisure, movement and everyday life.

By operating exclusively online, we eliminate unnecessary retail costs and pass that value directly to our customers. Our mission is simple: to make beautifully made, high-quality essentials more accessible.

Because everyone deserves clothing that is thoughtfully designed, expertly crafted, and made to last.

Yasmine Hottary

Founder, FOHRMS