diff --git a/serde_derive/src/de.rs b/serde_derive/src/de.rs
index 7fa1030b1..df76ec631 100644
--- a/serde_derive/src/de.rs
+++ b/serde_derive/src/de.rs
@@ -27,15 +27,16 @@ pub fn expand_derive_deserialize(input: &syn::DeriveInput) -> Result<TokenStream
     let (de_impl_generics, _, ty_generics, where_clause) = split_with_de_lifetime(&params);
     let body = Stmts(deserialize_body(&cont, &params));
     let delife = params.borrowed.de_lifetime();
+    let serde = cont.attrs.serde_path();
 
     let impl_block = if let Some(remote) = cont.attrs.remote() {
         let vis = &input.vis;
         let used = pretend::pretend_used(&cont);
         quote! {
             impl #de_impl_generics #ident #ty_generics #where_clause {
-                #vis fn deserialize<__D>(__deserializer: __D) -> _serde::export::Result<#remote #ty_generics, __D::Error>
+                #vis fn deserialize<__D>(__deserializer: __D) -> #serde::export::Result<#remote #ty_generics, __D::Error>
                 where
-                    __D: _serde::Deserializer<#delife>,
+                    __D: #serde::Deserializer<#delife>,
                 {
                     #used
                     #body
@@ -47,10 +48,10 @@ pub fn expand_derive_deserialize(input: &syn::DeriveInput) -> Result<TokenStream
 
         quote! {
             #[automatically_derived]
-            impl #de_impl_generics _serde::Deserialize<#delife> for #ident #ty_generics #where_clause {
-                fn deserialize<__D>(__deserializer: __D) -> _serde::export::Result<Self, __D::Error>
+            impl #de_impl_generics #serde::Deserialize<#delife> for #ident #ty_generics #where_clause {
+                fn deserialize<__D>(__deserializer: __D) -> #serde::export::Result<Self, __D::Error>
                 where
-                    __D: _serde::Deserializer<#delife>,
+                    __D: #serde::Deserializer<#delife>,
                 {
                     #body
                 }
@@ -60,7 +61,7 @@ pub fn expand_derive_deserialize(input: &syn::DeriveInput) -> Result<TokenStream
         }
     };
 
-    Ok(dummy::wrap_in_const("DESERIALIZE", ident, impl_block))
+    Ok(dummy::wrap_in_const(cont.attrs.custom_serde_path(), "DESERIALIZE", ident, impl_block))
 }
 
 fn precondition(cx: &Ctxt, cont: &Container) {
diff --git a/serde_derive/src/dummy.rs b/serde_derive/src/dummy.rs
index c265f03ea..a4e0e038b 100644
--- a/serde_derive/src/dummy.rs
+++ b/serde_derive/src/dummy.rs
@@ -1,8 +1,9 @@
 use proc_macro2::{Ident, Span, TokenStream};
 
+use syn;
 use try;
 
-pub fn wrap_in_const(trait_: &str, ty: &Ident, code: TokenStream) -> TokenStream {
+pub fn wrap_in_const(serde_path: Option<&syn::Path>, trait_: &str, ty: &Ident, code: TokenStream) -> TokenStream {
     let try_replacement = try::replacement();
 
     let dummy_const = Ident::new(
@@ -10,13 +11,21 @@ pub fn wrap_in_const(trait_: &str, ty: &Ident, code: TokenStream) -> TokenStream
         Span::call_site(),
     );
 
-    quote! {
-        #[allow(non_upper_case_globals, unused_attributes, unused_qualifications)]
-        const #dummy_const: () = {
+    let use_serde = serde_path.map(|path| {
+        quote!(use #path as _serde;)
+    }).unwrap_or_else(|| {
+        quote! {
             #[allow(unknown_lints)]
             #[cfg_attr(feature = "cargo-clippy", allow(useless_attribute))]
             #[allow(rust_2018_idioms)]
             extern crate serde as _serde;
+        }
+    });
+
+    quote! {
+        #[allow(non_upper_case_globals, unused_attributes, unused_qualifications)]
+        const #dummy_const: () = {
+            #use_serde
             #try_replacement
             #code
         };
diff --git a/serde_derive/src/internals/attr.rs b/serde_derive/src/internals/attr.rs
index b95d490f2..db763e22c 100644
--- a/serde_derive/src/internals/attr.rs
+++ b/serde_derive/src/internals/attr.rs
@@ -1,6 +1,7 @@
 use internals::Ctxt;
 use proc_macro2::{Group, Span, TokenStream, TokenTree};
 use quote::ToTokens;
+use std::borrow::Cow;
 use std::collections::BTreeSet;
 use std::str::FromStr;
 use syn;
@@ -218,6 +219,7 @@ pub struct Container {
     remote: Option<syn::Path>,
     identifier: Identifier,
     has_flatten: bool,
+    serde_path: Option<syn::Path>,
 }
 
 /// Styles of representing an enum.
@@ -298,6 +300,7 @@ impl Container {
         let mut remote = Attr::none(cx, "remote");
         let mut field_identifier = BoolAttr::none(cx, "field_identifier");
         let mut variant_identifier = BoolAttr::none(cx, "variant_identifier");
+        let mut serde_path = Attr::none(cx, "crate");
 
         for meta_items in item.attrs.iter().filter_map(get_serde_meta_items) {
             for meta_item in meta_items {
@@ -582,6 +585,13 @@ impl Container {
                         variant_identifier.set_true(word);
                     }
 
+                    // Parse `#[serde(crate = "foo")]`
+                    Meta(NameValue(ref m)) if m.ident == "crate" => {
+                        if let Ok(path) = parse_lit_into_path(cx, &m.ident, &m.lit) {
+                            serde_path.set(&m.ident, path)
+                        }
+                    }
+
                     Meta(ref meta_item) => {
                         cx.error_spanned_by(
                             meta_item.name(),
@@ -613,6 +623,7 @@ impl Container {
             remote: remote.get(),
             identifier: decide_identifier(cx, item, field_identifier, variant_identifier),
             has_flatten: false,
+            serde_path: serde_path.get(),
         }
     }
 
@@ -671,6 +682,16 @@ impl Container {
     pub fn mark_has_flatten(&mut self) {
         self.has_flatten = true;
     }
+
+    pub fn custom_serde_path(&self) -> Option<&syn::Path> {
+        self.serde_path.as_ref()
+    }
+
+    pub fn serde_path(&self) -> Cow<syn::Path> {
+        self.custom_serde_path()
+            .map(Cow::Borrowed)
+            .unwrap_or_else(|| Cow::Owned(parse_quote!(_serde)))
+    }
 }
 
 fn decide_tag(
diff --git a/serde_derive/src/ser.rs b/serde_derive/src/ser.rs
index 4d1f680db..d5c83bc64 100644
--- a/serde_derive/src/ser.rs
+++ b/serde_derive/src/ser.rs
@@ -22,15 +22,16 @@ pub fn expand_derive_serialize(input: &syn::DeriveInput) -> Result<TokenStream,
     let params = Parameters::new(&cont);
     let (impl_generics, ty_generics, where_clause) = params.generics.split_for_impl();
     let body = Stmts(serialize_body(&cont, &params));
+    let serde = cont.attrs.serde_path();
 
     let impl_block = if let Some(remote) = cont.attrs.remote() {
         let vis = &input.vis;
         let used = pretend::pretend_used(&cont);
         quote! {
             impl #impl_generics #ident #ty_generics #where_clause {
-                #vis fn serialize<__S>(__self: &#remote #ty_generics, __serializer: __S) -> _serde::export::Result<__S::Ok, __S::Error>
+                #vis fn serialize<__S>(__self: &#remote #ty_generics, __serializer: __S) -> #serde::export::Result<__S::Ok, __S::Error>
                 where
-                    __S: _serde::Serializer,
+                    __S: #serde::Serializer,
                 {
                     #used
                     #body
@@ -40,10 +41,10 @@ pub fn expand_derive_serialize(input: &syn::DeriveInput) -> Result<TokenStream,
     } else {
         quote! {
             #[automatically_derived]
-            impl #impl_generics _serde::Serialize for #ident #ty_generics #where_clause {
-                fn serialize<__S>(&self, __serializer: __S) -> _serde::export::Result<__S::Ok, __S::Error>
+            impl #impl_generics #serde::Serialize for #ident #ty_generics #where_clause {
+                fn serialize<__S>(&self, __serializer: __S) -> #serde::export::Result<__S::Ok, __S::Error>
                 where
-                    __S: _serde::Serializer,
+                    __S: #serde::Serializer,
                 {
                     #body
                 }
@@ -51,7 +52,7 @@ pub fn expand_derive_serialize(input: &syn::DeriveInput) -> Result<TokenStream,
         }
     };
 
-    Ok(dummy::wrap_in_const("SERIALIZE", ident, impl_block))
+    Ok(dummy::wrap_in_const(cont.attrs.custom_serde_path(), "SERIALIZE", ident, impl_block))
 }
 
 fn precondition(cx: &Ctxt, cont: &Container) {
diff --git a/test_suite/tests/test_serde_path.rs b/test_suite/tests/test_serde_path.rs
new file mode 100644
index 000000000..4de436733
--- /dev/null
+++ b/test_suite/tests/test_serde_path.rs
@@ -0,0 +1,39 @@
+#[test]
+fn test_gen_custom_serde() {
+    #[derive(serde::Serialize, serde::Deserialize)]
+    #[serde(crate = "fake_serde")]
+    struct Foo;
+
+    // Would be overlapping if serde::Serialize were implemented
+    impl AssertNotSerdeSerialize for Foo {}
+    // Would be overlapping if serde::Deserialize were implemented
+    impl<'a> AssertNotSerdeDeserialize<'a> for Foo {}
+
+    fake_serde::assert::<Foo>();
+}
+
+mod fake_serde {
+    pub use serde::*;
+
+    pub fn assert<T>()
+    where
+        T: Serialize,
+        T: for<'a> Deserialize<'a>,
+    {}
+
+    pub trait Serialize {
+        fn serialize<S: Serializer>(&self, serializer: S) -> Result<S::Ok, S::Error>;
+    }
+
+    pub trait Deserialize<'a>: Sized {
+        fn deserialize<D: Deserializer<'a>>(deserializer: D) -> Result<Self, D::Error>;
+    }
+}
+
+trait AssertNotSerdeSerialize {}
+
+impl<T: serde::Serialize> AssertNotSerdeSerialize for T {}
+
+trait AssertNotSerdeDeserialize<'a> {}
+
+impl<'a, T: serde::Deserialize<'a>> AssertNotSerdeDeserialize<'a> for T {}