Born and raised in the city of Guanajuato, Mexico, a city filled with history, art, and culture, Maria Elena Hoover moved to Calgary in 2004. As a graphic designer she did consulting work for several small businesses, however, her passion for the arts became the main focus when she and her husband opened Endeavor Arts in 2010 and managed the gallery for seven years.
In 2012 she co-founded MakeFashion in Calgary where she is currently the Event Director. MakeFashion is an organization in the fashion tech industry that offers a platform to prototype fashion tech garments, sharing and inspiring stories amongst its global community around the convergence of art, fashion, and technology. Their initiative introduces designers, engineers, and makers to cutting edge new technologies: fusing high-tech and high-fashion on the runway.
MakeFashion has produced over 100 wearable tech garments and showcased at over 60 international events. They host workshops, events, and runway shows in North America, Europe, and China, where every piece that goes on the runway tells an inspiring story and/or celebrates a specific culture.
Hoover has also been actively involved in the broader maker community in Calgary with Fuse33 Makerspace where MakeFashion has their office and workspace.