Playboy has announced Hugh Hefner has passed away at the age of 91.
The magazine made a statement on Twitter, which described him as an “American icon.”
The tweet was accompanied by a black and white photo of the Playboy founder, accompanied by one of his quotes that said: “Life is too short to be living someone else's dream."
A statement from Playboy Enterprises said Hefner passed away from natural causes at the Playboy Mansion.
His son Cooper paid tribute to his father, saying he “defined a lifestyle and ethos” which was the heart of the brand.
He said Hefner had lived as a “media and cultural pioneer” as an advocate of freedom of speech and sexual freedom.
A number of celebrities, like Nancy Sinatra and Rob Lowe, have paid tribute to the Playboy founder.