diff --git a/serde_derive/src/de.rs b/serde_derive/src/de.rs
index cb98b8ea2..d55a9188e 100644
--- a/serde_derive/src/de.rs
+++ b/serde_derive/src/de.rs
@@ -283,6 +283,8 @@ fn deserialize_body(cont: &Container, params: &Parameters) -> Fragment {
         deserialize_from(type_from)
     } else if let Some(type_try_from) = cont.attrs.type_try_from() {
         deserialize_try_from(type_try_from)
+    } else if let Some(with) = cont.attrs.deserialize_with() {
+        deserialize_with(with)
     } else if let attr::Identifier::No = cont.attrs.identifier() {
         match &cont.data {
             Data::Enum(variants) => deserialize_enum(params, variants, &cont.attrs),
@@ -311,6 +313,7 @@ fn deserialize_in_place_body(cont: &Container, params: &Parameters) -> Option<St
     if cont.attrs.transparent()
         || cont.attrs.type_from().is_some()
         || cont.attrs.type_try_from().is_some()
+        || cont.attrs.deserialize_with().is_some()
         || cont.attrs.identifier().is_some()
         || cont
             .data
@@ -406,6 +409,12 @@ fn deserialize_try_from(type_try_from: &syn::Type) -> Fragment {
     }
 }
 
+fn deserialize_with(with: &syn::ExprPath) -> Fragment {
+    quote_block! {
+        #with(__deserializer)
+    }
+}
+
 fn deserialize_unit_struct(params: &Parameters, cattrs: &attr::Container) -> Fragment {
     let this_type = &params.this_type;
     let this_value = &params.this_value;
diff --git a/serde_derive/src/internals/attr.rs b/serde_derive/src/internals/attr.rs
index 42212a64d..89f43ed45 100644
--- a/serde_derive/src/internals/attr.rs
+++ b/serde_derive/src/internals/attr.rs
@@ -218,6 +218,8 @@ pub struct Container {
     is_packed: bool,
     /// Error message generated when type can't be deserialized
     expecting: Option<String>,
+    serialize_with: Option<syn::ExprPath>,
+    deserialize_with: Option<syn::ExprPath>,
 }
 
 /// Styles of representing an enum.
@@ -301,6 +303,8 @@ impl Container {
         let mut variant_identifier = BoolAttr::none(cx, VARIANT_IDENTIFIER);
         let mut serde_path = Attr::none(cx, CRATE);
         let mut expecting = Attr::none(cx, EXPECTING);
+        let mut serialize_with = Attr::none(cx, SERIALIZE_WITH);
+        let mut deserialize_with = Attr::none(cx, DESERIALIZE_WITH);
 
         for attr in &item.attrs {
             if attr.path() != SERDE {
@@ -493,6 +497,32 @@ impl Container {
                     if let Some(s) = get_lit_str(cx, EXPECTING, &meta)? {
                         expecting.set(&meta.path, s.value());
                     }
+                } else if meta.path == WITH {
+                    // #[serde(with = "...")]
+                    if let Some(path) = parse_lit_into_expr_path(cx, WITH, &meta)? {
+                        let mut ser_path = path.clone();
+                        ser_path
+                            .path
+                            .segments
+                            .push(Ident::new("serialize", Span::call_site()).into());
+                        serialize_with.set(&meta.path, ser_path);
+                        let mut de_path = path;
+                        de_path
+                            .path
+                            .segments
+                            .push(Ident::new("deserialize", Span::call_site()).into());
+                        deserialize_with.set(&meta.path, de_path);
+                    }
+                } else if meta.path == SERIALIZE_WITH {
+                    // #[serde(serialize_with = "...")]
+                    if let Some(path) = parse_lit_into_expr_path(cx, SERIALIZE_WITH, &meta)? {
+                        serialize_with.set(&meta.path, path);
+                    }
+                } else if meta.path == DESERIALIZE_WITH {
+                    // #[serde(deserialize_with = "...")]
+                    if let Some(path) = parse_lit_into_expr_path(cx, DESERIALIZE_WITH, &meta)? {
+                        deserialize_with.set(&meta.path, path);
+                    }
                 } else {
                     let path = meta.path.to_token_stream().to_string().replace(' ', "");
                     return Err(
@@ -540,6 +570,8 @@ impl Container {
             serde_path: serde_path.get(),
             is_packed,
             expecting: expecting.get(),
+            serialize_with: serialize_with.get(),
+            deserialize_with: deserialize_with.get(),
         }
     }
 
@@ -621,6 +653,14 @@ impl Container {
     pub fn expecting(&self) -> Option<&str> {
         self.expecting.as_ref().map(String::as_ref)
     }
+
+    pub fn serialize_with(&self) -> Option<&syn::ExprPath> {
+        self.serialize_with.as_ref()
+    }
+
+    pub fn deserialize_with(&self) -> Option<&syn::ExprPath> {
+        self.deserialize_with.as_ref()
+    }
 }
 
 fn decide_tag(
diff --git a/serde_derive/src/internals/check.rs b/serde_derive/src/internals/check.rs
index 4a7f52c6c..f95b94538 100644
--- a/serde_derive/src/internals/check.rs
+++ b/serde_derive/src/internals/check.rs
@@ -15,6 +15,8 @@ pub fn check(cx: &Ctxt, cont: &mut Container, derive: Derive) {
     check_adjacent_tag_conflict(cx, cont);
     check_transparent(cx, cont, derive);
     check_from_and_try_from(cx, cont);
+    check_serialize_with(cx, cont);
+    check_deserialize_with(cx, cont);
 }
 
 // Remote derive definition type must have either all of the generics of the
@@ -354,6 +356,20 @@ fn check_transparent(cx: &Ctxt, cont: &mut Container, derive: Derive) {
         );
     }
 
+    if cont.attrs.serialize_with().is_some() {
+        cx.error_spanned_by(
+            cont.original,
+            "#[serde(transparent)] is not allowed with #[serde(serialize_with = \"...\")]",
+        );
+    }
+
+    if cont.attrs.deserialize_with().is_some() {
+        cx.error_spanned_by(
+            cont.original,
+            "#[serde(transparent)] is not allowed with #[serde(deserialize_with = \"...\")]",
+        );
+    }
+
     let fields = match &mut cont.data {
         Data::Enum(_) => {
             cx.error_spanned_by(
@@ -436,3 +452,36 @@ fn check_from_and_try_from(cx: &Ctxt, cont: &mut Container) {
         );
     }
 }
+
+fn check_serialize_with(cx: &Ctxt, cont: &mut Container) {
+    if cont.attrs.serialize_with().is_none() {
+        return;
+    }
+
+    if cont.attrs.type_into().is_some() {
+        cx.error_spanned_by(
+            cont.original,
+            "#[serde(into = \"...\")] and #[serde(serialize_with = \"...\")] conflict with each other",
+        );
+    }
+}
+
+fn check_deserialize_with(cx: &Ctxt, cont: &mut Container) {
+    if cont.attrs.deserialize_with().is_none() {
+        return;
+    }
+
+    if cont.attrs.type_from().is_some() {
+        cx.error_spanned_by(
+            cont.original,
+            "#[serde(from = \"...\")] and #[serde(deserialize_with = \"...\")] conflict with each other",
+        );
+    }
+
+    if cont.attrs.type_try_from().is_some() {
+        cx.error_spanned_by(
+            cont.original,
+            "#[serde(try_from = \"...\")] and #[serde(deserialize_with = \"...\")] conflict with each other",
+        );
+    }
+}
diff --git a/serde_derive/src/ser.rs b/serde_derive/src/ser.rs
index b9a9dce21..a6049ca71 100644
--- a/serde_derive/src/ser.rs
+++ b/serde_derive/src/ser.rs
@@ -171,6 +171,8 @@ fn serialize_body(cont: &Container, params: &Parameters) -> Fragment {
         serialize_transparent(cont, params)
     } else if let Some(type_into) = cont.attrs.type_into() {
         serialize_into(params, type_into)
+    } else if let Some(with) = cont.attrs.serialize_with() {
+        serialize_with(params, with)
     } else {
         match &cont.data {
             Data::Enum(variants) => serialize_enum(params, variants, &cont.attrs),
@@ -218,6 +220,13 @@ fn serialize_into(params: &Parameters, type_into: &syn::Type) -> Fragment {
     }
 }
 
+fn serialize_with(params: &Parameters, with: &syn::ExprPath) -> Fragment {
+    let self_var = &params.self_var;
+    quote_block! {
+        #with(#self_var, __serializer)
+    }
+}
+
 fn serialize_unit_struct(cattrs: &attr::Container) -> Fragment {
     let type_name = cattrs.name().serialize_name();
 
diff --git a/test_suite/tests/test_annotations.rs b/test_suite/tests/test_annotations.rs
index 82a98c36a..6e9e9b7cd 100644
--- a/test_suite/tests/test_annotations.rs
+++ b/test_suite/tests/test_annotations.rs
@@ -3115,3 +3115,85 @@ fn test_expecting_message_identifier_enum() {
         r#"invalid type: map, expected something strange..."#,
     );
 }
+
+#[derive(Debug, PartialEq, Serialize, Deserialize)]
+#[serde(with = "enum_with")]
+enum EnumWith {
+    One,
+    Two,
+}
+
+mod enum_with {
+    use super::EnumWith;
+    use serde::{Deserialize, Deserializer, Serializer};
+
+    pub(super) fn serialize<S>(value: &EnumWith, serializer: S) -> Result<S::Ok, S::Error>
+    where
+        S: Serializer,
+    {
+        match value {
+            EnumWith::One => serializer.serialize_u32(1),
+            EnumWith::Two => serializer.serialize_u32(2),
+        }
+    }
+
+    pub(super) fn deserialize<'de, D>(deserializer: D) -> Result<EnumWith, D::Error>
+    where
+        D: Deserializer<'de>,
+    {
+        match u32::deserialize(deserializer)? {
+            1 => Ok(EnumWith::One),
+            2 => Ok(EnumWith::Two),
+            _ => Err(serde::de::Error::custom("out of range")),
+        }
+    }
+}
+
+#[derive(Debug, PartialEq, Serialize, Deserialize)]
+#[serde(with = "num_str")]
+struct NumStr(String);
+
+impl NumStr {
+    fn validate(&self) -> Result<(), &'static str> {
+        if self.0.chars().all(|c| c >= '0' && c <= '9') {
+            Ok(())
+        } else {
+            Err("non-numeric string")
+        }
+    }
+}
+
+mod num_str {
+    use crate::NumStr;
+    use serde::{Deserialize, Deserializer, Serializer};
+
+    pub(super) fn serialize<S>(value: &NumStr, serializer: S) -> Result<S::Ok, S::Error>
+    where
+        S: Serializer,
+    {
+        value.validate().map_err(serde::ser::Error::custom)?;
+        serializer.serialize_str(&value.0)
+    }
+
+    pub(super) fn deserialize<'de, D>(deserializer: D) -> Result<NumStr, D::Error>
+    where
+        D: Deserializer<'de>,
+    {
+        let s = String::deserialize(deserializer)?;
+        let n = NumStr(s);
+        n.validate().map_err(serde::de::Error::custom)?;
+        Ok(n)
+    }
+}
+
+#[test]
+fn test_container_with() {
+    assert_ser_tokens(&EnumWith::One, &[Token::U32(1)]);
+    assert_de_tokens(&EnumWith::Two, &[Token::U32(2)]);
+    assert_de_tokens_error::<EnumWith>(&[Token::U32(5)], "out of range");
+
+    assert_ser_tokens(&NumStr("123".to_string()), &[Token::Str("123")]);
+    assert_ser_tokens_error(&NumStr("12ab3".to_string()), &[], "non-numeric string");
+    assert_de_tokens(&NumStr("567".to_string()), &[Token::Str("567")]);
+    assert_de_tokens_error::<NumStr>(&[Token::Str("abc")], "non-numeric string");
+}