"They're fun flirty clothes for the everyday woman," HEIDI MONTAG says of her new Heidiwood for Anchor Blue collection, which launches in stores today.

"The Hills" star said her affordable jeans, shorts, dresses, separates and accessories are for "everyone -- from junior girls to women who know their style."  

And if the models in her Hollywood runway show looked familiar, that's because they were chosen from a pool of Heidi lookalikes. "The ones who looked the most like me won!" she said.