The founder of Playboy, Hugh Hefner has died aged 91.
According to a statement on the official Playboy Twitter account, he died of natural causes in his home.
He is survived by his wife Crystal and his four adult children.
Hef founded Playboy in 1953.
Tributes have been pouring in for the star.
Paris & I are reminiscing about the Playboy parties at the mansion & how much we love Hef. She’s texts me the perfect Hef emojis 👯👯👯👯👴🏼👯👯👯👯👯— Kim Kardashian West (@KimKardashian) September 28, 2017
RIP Hugh Hefner ☹️— Spencer Matthews (@SpencerMatthews) September 28, 2017
RIP to the legendary Hugh Hefner! I’m so honored to have been a part of the Playboy team! You will be greatly missed! Love you Hef! Xoxo— Kim Kardashian West (@KimKardashian) September 28, 2017
Hugh Hefner was a strong supporter of the civil rights movement. We shall never forget him. May he Rest In Peace. pic.twitter.com/oL3lKLZRQ5— Rev Jesse Jackson Sr (@RevJJackson) September 28, 2017
One of the nicest men I've ever known. Godspeed, Hugh Hefner. pic.twitter.com/457cchqskO— Nancy Sinatra (@NancySinatra) September 28, 2017