Zee Telefilms Limited (now Zee Entertainment Enterprises Ltd, launched Zee Trendz, a 24 hour premium fashion and style channel, on May 1, 2003. As a part of the Zee Turner bouquet, the channel is targeted at the fashion conscious Indian consumer. It provides in-depth analysis, news and directions on the latest in fashion and style from around the world.

Zee Trendz features haute couture and prêt-a-porter fashion shows and international styles & trends in clothing and accessories, with an in-depth analysis of the designs and profiles of the most influential designers and models. It also showcases the most exclusive global labels and provides close-up looks into the lives of the well known in the fashion Industry. The international programming content for the channel is being sourced from Video Fashion Network, USA - world's largest international content providers of fashion, beauty, celebrity and lifestyle programming. Indian content on the channel would be aired from July 2003.

Aimed to provide viewers with new perspectives of lifestyle especially focused on fashion and leads the way for others to follow, the channel showcases premium content quality for serious fashion and lifestyle viewing that is lively and vibrant.

Targeting the 21-28 yrs old, SEC A/B in Metro & Mini metro, channel seeks individuals who hunt for sensuality in all walks of their life. They seek brands for conformity but not a blind faith. The brand in its personality is sexy, intelligent and spunky, it is great to look at but even greater to know, its also Confident, International, Elegant, Mature, Sophisticated and Sensuous.