Gen-Y consumers in the Asia-Pacific region are an attractive market for Western fashion luxury. This study investigates how Gen-Y consumers’ acculturation to Western culture (AWC) tendency drives their intention to purchase Western fashion luxury. It further examines the moderating role of consumer ethnocentrism and materialism in the association between AWC dimensions and intention to buy Western fashion luxury items. The data collected from 692 high-income Indian Gen-Y consumers via a survey were analysed using hierarchical moderated regression and fsQCA techniques. This study contributes to fashion luxury literature. Further, the findings will be useful to fashion luxury marketers and retailers. •The purpose of this study is to investigate how Gen-Y consumers' acculturation to Western culture drives their Western fashion luxury consumption in the Asia-Pacific region.•Hierarchical moderated regression and fsQCA were used for data analysis.•The findings showed Exposure to Western media (EWM), Social interaction with Western culture (SWC), Exposure to the marketing activities of Western multinational companies (EXW), and Openness to imitate Western culture (OWC) enhance likelihood to purchase Western fashion luxury.•Consumer ethnocentrism weakens the effects of SWC, EXW, and OWC on the likelihood to purchase, whereas materialism enhances these effects.•The study contributes social cognitive theory and acculturation theory in the context of Western fashion luxury consumption.