diff --git a/strum_macros/src/as_ref_str.rs b/strum_macros/src/as_ref_str.rs
index e8249807..b22525c5 100644
--- a/strum_macros/src/as_ref_str.rs
+++ b/strum_macros/src/as_ref_str.rs
@@ -1,7 +1,8 @@
 use proc_macro2::TokenStream;
 use syn;
 
-use helpers::{extract_attrs, extract_meta, is_disabled, unique_attr};
+use case_style::CaseStyle;
+use helpers::{convert_case, extract_attrs, extract_meta, is_disabled, unique_attr};
 
 fn get_arms(ast: &syn::DeriveInput) -> Vec<TokenStream> {
     let name = &ast.ident;
@@ -11,6 +12,10 @@ fn get_arms(ast: &syn::DeriveInput) -> Vec<TokenStream> {
         _ => panic!("This macro only works on Enums"),
     };
 
+    let type_meta = extract_meta(&ast.attrs);
+    let case_style = unique_attr(&type_meta, "strum", "serialize_all")
+        .map(|style| CaseStyle::from(style.as_ref()));
+
     for variant in variants {
         use syn::Fields::*;
         let ident = &variant.ident;
@@ -32,23 +37,23 @@ fn get_arms(ast: &syn::DeriveInput) -> Vec<TokenStream> {
             if let Some(n) = attrs.pop() {
                 n
             } else {
-                ident.to_string()
+                convert_case(ident, case_style)
             }
         };
 
         let params = match variant.fields {
-            Unit => quote!{},
-            Unnamed(..) => quote!{ (..) },
-            Named(..) => quote!{ {..} },
+            Unit => quote! {},
+            Unnamed(..) => quote! { (..) },
+            Named(..) => quote! { {..} },
         };
 
-        arms.push(quote!{ #name::#ident #params => #output });
+        arms.push(quote! { #name::#ident #params => #output });
     }
 
     if arms.len() < variants.len() {
-        arms.push(quote!{
-            _ => panic!("AsRef::<str>::as_ref() or AsStaticRef::<str>::as_static() \
-                         called on disabled variant.")
+        arms.push(quote! {
+        _ => panic!("AsRef::<str>::as_ref() or AsStaticRef::<str>::as_static() \
+                     called on disabled variant.")
         })
     }
 
@@ -59,7 +64,7 @@ pub fn as_ref_str_inner(ast: &syn::DeriveInput) -> TokenStream {
     let name = &ast.ident;
     let (impl_generics, ty_generics, where_clause) = ast.generics.split_for_impl();
     let arms = get_arms(ast);
-    quote!{
+    quote! {
         impl #impl_generics ::std::convert::AsRef<str> for #name #ty_generics #where_clause {
             fn as_ref(&self) -> &str {
                 match *self {
@@ -94,7 +99,7 @@ pub fn as_static_str_inner(
     let arms3 = arms.clone();
     match trait_variant {
         GenerateTraitVariant::AsStaticStr => {
-            quote!{
+            quote! {
                 impl #impl_generics ::strum::AsStaticRef<str> for #name #ty_generics #where_clause {
                     fn as_static(&self) -> &'static str {
                         match *self {
diff --git a/strum_tests/tests/as_ref_str.rs b/strum_tests/tests/as_ref_str.rs
index 0262f3a3..e0fa77ea 100644
--- a/strum_tests/tests/as_ref_str.rs
+++ b/strum_tests/tests/as_ref_str.rs
@@ -85,3 +85,29 @@ fn test_into_static_str() {
     assert_eq!("B", <&'static str>::from(Moo::B::<String>));
     assert_eq!("C", <&'static str>::from(Moo::C::<String>(&17)));
 }
+
+#[derive(Debug, Eq, PartialEq, AsRefStr, AsStaticStr, IntoStaticStr)]
+#[strum(serialize_all = "snake_case")]
+enum Brightness {
+    DarkBlack,
+    Dim {
+        glow: usize,
+    },
+    #[strum(serialize = "Bright")]
+    BrightWhite,
+}
+
+#[test]
+fn brightness_serialize_all() {
+    assert_eq!("dark_black", Brightness::DarkBlack.as_ref());
+    assert_eq!("dim", Brightness::Dim { glow: 0 }.as_ref());
+    assert_eq!("Bright", Brightness::BrightWhite.as_ref());
+
+    assert_eq!("dark_black", Brightness::DarkBlack.as_static());
+    assert_eq!("dim", Brightness::Dim { glow: 0 }.as_static());
+    assert_eq!("Bright", Brightness::BrightWhite.as_static());
+
+    assert_eq!("dark_black", <&'static str>::from(Brightness::DarkBlack));
+    assert_eq!("dim", <&'static str>::from(Brightness::Dim { glow: 0 }));
+    assert_eq!("Bright", <&'static str>::from(Brightness::BrightWhite));
+}