diff --git a/serde_derive/src/de.rs b/serde_derive/src/de.rs
index e2ddfee1..af5d5b0c 100644
--- a/serde_derive/src/de.rs
+++ b/serde_derive/src/de.rs
@@ -30,8 +30,9 @@ pub fn expand_derive_deserialize(input: &syn::DeriveInput) -> Result<TokenStream
     let ident = &cont.ident;
     let params = Parameters::new(&cont);
     let (de_impl_generics, _, ty_generics, where_clause) = split_with_de_lifetime(&params);
+    let suffix = ident.to_string().trim_left_matches("r#").to_owned();
     let dummy_const = Ident::new(
-        &format!("_IMPL_DESERIALIZE_FOR_{}", ident),
+        &format!("_IMPL_DESERIALIZE_FOR_{}", suffix),
         Span::call_site(),
     );
     let body = Stmts(deserialize_body(&cont, &params));
diff --git a/serde_derive/src/internals/attr.rs b/serde_derive/src/internals/attr.rs
index ede409db..3f399ded 100644
--- a/serde_derive/src/internals/attr.rs
+++ b/serde_derive/src/internals/attr.rs
@@ -90,6 +90,10 @@ pub struct Name {
     deserialize: String,
 }
 
+fn unraw(ident: &Ident) -> String {
+    ident.to_string().trim_left_matches("r#").to_owned()
+}
+
 impl Name {
     /// Return the container name for the container when serializing.
     pub fn serialize_name(&self) -> String {
@@ -380,8 +384,8 @@ impl Container {
 
         Container {
             name: Name {
-                serialize: ser_name.get().unwrap_or_else(|| item.ident.to_string()),
-                deserialize: de_name.get().unwrap_or_else(|| item.ident.to_string()),
+                serialize: ser_name.get().unwrap_or_else(|| unraw(&item.ident)),
+                deserialize: de_name.get().unwrap_or_else(|| unraw(&item.ident)),
             },
             transparent: transparent.get(),
             deny_unknown_fields: deny_unknown_fields.get(),
@@ -697,8 +701,8 @@ impl Variant {
         let de_renamed = de_name.is_some();
         Variant {
             name: Name {
-                serialize: ser_name.unwrap_or_else(|| variant.ident.to_string()),
-                deserialize: de_name.unwrap_or_else(|| variant.ident.to_string()),
+                serialize: ser_name.unwrap_or_else(|| unraw(&variant.ident)),
+                deserialize: de_name.unwrap_or_else(|| unraw(&variant.ident)),
             },
             ser_renamed: ser_renamed,
             de_renamed: de_renamed,
@@ -822,7 +826,7 @@ impl Field {
         let mut flatten = BoolAttr::none(cx, "flatten");
 
         let ident = match field.ident {
-            Some(ref ident) => ident.to_string(),
+            Some(ref ident) => unraw(ident),
             None => index.to_string(),
         };
 
diff --git a/serde_derive/src/ser.rs b/serde_derive/src/ser.rs
index 30c326d9..d5ae1401 100644
--- a/serde_derive/src/ser.rs
+++ b/serde_derive/src/ser.rs
@@ -26,7 +26,8 @@ pub fn expand_derive_serialize(input: &syn::DeriveInput) -> Result<TokenStream,
     let ident = &cont.ident;
     let params = Parameters::new(&cont);
     let (impl_generics, ty_generics, where_clause) = params.generics.split_for_impl();
-    let dummy_const = Ident::new(&format!("_IMPL_SERIALIZE_FOR_{}", ident), Span::call_site());
+    let suffix = ident.to_string().trim_left_matches("r#").to_owned();
+    let dummy_const = Ident::new(&format!("_IMPL_SERIALIZE_FOR_{}", suffix), Span::call_site());
     let body = Stmts(serialize_body(&cont, &params));
 
     let impl_block = if let Some(remote) = cont.attrs.remote() {