Emma Watson's pal George Craig does it in style

It's far too easy for bands these days to throw on faded T-shirts and shabby jeans to go for the haven't-showered-in-weeks look — more often than not an accurate representation for a bunch of guys who've been on tour for too long to remember what hygiene looks like.

But for One Night Only, an indie pop rock band from the streets of North Yorkshire, UK, looking good is a must wherever they set foot.

Barely legal, their 18-year-old frontman George Craig takes it a stylish step further, modelling for luxury fashion house Burberry. In an e-mail interview, he talks music, fashion and fame.

"We want to try and bring back a sense of the importance of fashion in music. For example, we all love the '60s era when fashion and music were so strongly linked," says Craig, who's both vocalist and guitarist. "We really just want to bring a fresh look to the band to match the jump in the music."

Despite being born in the '90s — it seems like yesterday — Craig takes us back over five decades and cites David Bowie as his fashion icon, someone who is "not afraid to try things and really push fashion forward". It's an obvious choice that borders on the cliché, but Bowie's ability to tear down walls and climb over the rubble in platform heels and full make-up is enough of a reason to be inspired.

During their recent set in Beirut celebrating the opening of the first Bur-berry store in Lebanon, the guys lacked Bowie's shock factor and looked more Beatle-esque, donning sharp suits and messy fringes, a look finished off with the manliest of shoes.

BLAST OF BURBERRY

Though both are British, Burberry is significantly more acknowledged worldwide than the ambitious 7-year-old band that's yet to break into the mainstream. The collaboration bares the question of how it all came about, and Craig confirms that Burberry Chief Creative Officer Christopher Bailey made the first move.

"Christopher just loved the track Just for Tonight and got in touch. The relationship grew from there. He is well-known for being a champion of UK artists.

"To be honest he is more of a friend than anything else now. I love modelling, [but] not as much as I love making music — that's my passion."

Craig and his bandmates — guitarist Mark Hayton, keyboardist Jack Sails, bassist Daniel Parkin and his drummer brother James — have big dreams for their music career, and they hope their upcoming album, set to be released in August, has them rocketing up the charts.

"I don't think we ever comfortably fit into any scene or status on our first record. With this next record it's much clearer — we want to move forward and we've never been ashamed of saying we want [to] play huge gigs and we want to be a huge band," says Craig, adding that their intentions will crystallise once the record is heard.

Now, more than ever, the band plans to combine image with noise. Fashion mate Emma Watson — seen alongside Craig in Burberry's spring-summer 2010 ad campaign — will even star in the music video of their next single, Say You Don't Want It, which is also scheduled to be released in August.

Whether they're on stage or off, flair is always on the agenda, says Craig.

"There's no real difference in style from days when we're playing gigs or doing anything with the band," he says. "We always look good!"