PLAYBOY founder Hugh Hefner died last night surrounded by loved ones at his iconic mansion at the age of 91.
The self-styled godfather of the sexual revolution passed away from natural causes after decades transforming the original lads’ mag into a £150million empire.
Celebrities from Kim Kardashian to Paris Hilton have paid tribute to the flamboyant figure who claimed to have bedded thousands of beautiful women.
He is survived by his third wife Crystal Harris, a former Playboy Playmate who was Miss December 2009.
His son Cooper remembered the pioneer as a “leading voice behind some of the most significant social and cultural movements of our time”.
“My father lived an exceptional and impactful life as a media and cultural pioneer,” he said.
“He defined a lifestyle and ethos that lie at the heart of the Playboy brand.”
The firm behind the magazine described Hefner as “the American icon who in 1953 introduced the world to Playboy magazine and built the company into one of the most recognisable American global brands in history.”