U of L grad wins Miss Universe Canada

By Lethbridge Herald on August 16, 2025.

Joe Manio
Lethbridge Herald
Local Journalism Initiative Reporter

Lethbridge’s own Jaime VandenBerg was crowned Miss Universe Canada on Saturday, August 9, in Windsor Ontario, after besting four other finalists. Vandenburg moves on to represent Canada in November at the Miss Universe Pageant in Thailand

VandenBerg’s win came after over a  week of intense competition that pitted the 28-year-old international model and philanthropist against 76 other contestants from across Canada. 

“I’ve been in the pageant industry since 2014,” says VandenBerg. “It was my third time competing in Miss Universe Canada.  It was it was really incredible. It was something that I worked really hard for for over 10 years and it just felt so nice to finally to finally get to have that moment.”

Almost a week after being crowned, VandenBerg says winning Miss Universe Canada still hasn’t fully sunk in. 

“I Still have so much prep and packing and unpacking to do so I feel like until I’m unpacked it’s not even going to feel real because I’ve just been in go-go-go mode ever since the competition was on. I think once I start preparing for Miss Universe, that’s what it’s gonna sink it,” she says..

VandenBerg spent much of her childhood in Coaldale, where she attended primary school before graduating from the University of Lethbridge with a Bachelor of Arts in Philosophy, concentrating in legal reasoning.

VandenBerg’s next step is to officially begin her reign, which involves fulfilling media, charity, and public appearance obligations across the country; typically working closely with the Miss Universe Canada organizations to promote charitable causes, community initiatives, and brand partnerships, while also preparing for the international Miss Universe competition.

Although beauty pageants have received criticism in recent years and for multiple reasons, VandenBerg says her experience has been empowering. 

“When you’re competing at Miss Universe Canada, you’re surrounded by 70 sometimes more women from all around Canada that are truly just excelling in their careers their personal life and everything they want to do. I’m surrounded by some women who are doctors. We have pilots. We have women from all walks of life that are doing everything they’ve ever dreamed of. I think in any circumstance where you can surround yourself with people who are truly excelling in their careers, anybody would feel empowered surrounded by women who are going against all obstacles,” she says.

In preparation for Miss Universe, VandenBerg will undergo months of intensive training—which can include public speaking, runway coaching, fitness and nutrition programs, wardrobe planning, and cultural awareness. 

VandenBerg will also engage in advocacy work related to her chosen platform, using her title to raise awareness for social issues. She will use her platform to advocate for gender-based violence prevention and to inspire others to overcome life’s obstacles.

“A big part of my platform is raising awareness for gender-based violence. One in three women will face violence in their lifetime, but unfortunately approximately every 11 minutes a woman dies due to gender-based violence. As many people know as a part of my story. I was held up by gunpoint in 2021 and I’m lucky to be here today. So it’s obviously something rooted in personal experience.”

Her reign will culminate in representing Canada on the Miss Universe stage, where she will compete against delegates from around the world for the global crown.

To qualify for Miss Universe Canada, a candidate must be a Canadian citizen and at least 18 years of age by the time of the national competition. While not mandatory, being bilingual is considered an asset. Candidates should also be of good moral character, with no criminal record or explicit modeling photos. 

VandenBerg’s 10-year journey to Miss Universe Canada included winning Miss Teenage Alberta 2014; Miss Earth Canada 2018; Second Runner-Up at Miss Universe Canada 2020; Miss International Canada 2020; Miss World Canada 2021, and Top 40 at Miss World 2023. 

Critics of beauty pageants today often argue that they promote outdated and narrow definitions of beauty. Even when organizers say they celebrate “confidence” and “talent,” many competitions still emphasize physical appearance as a primary criterion, which can contribute to unrealistic beauty standards.

Supporters of beauty pageants argue that they have evolved beyond focusing solely on physical appearance, offering a platform for participants to showcase talent, intelligence, community service, and personal advocacy.