American icon and Playboy founder, Hugh M. Hefner has passed away at the age of 91 in the Playboy Mansion.
The founder of Playboy is said to have passed away 'peacefully' in The Playboy Mansion due to natural causes.
He was said to be surrounded by loved ones.
Playboy released a statement to E! news regarding the icons passing.
"Hugh M. Hefner, the American icon who in 1953 introduced the world to Playboy magazine and built the company into one of the most recognizable American global brands in history, peacefully passed away today from natural causes at his home, The Playboy Mansion, surrounded by loved ones."
Image: Twitter / E
With just $8000 to his name, Hefner released the first edition of Playboy Magazine back in 1953 which featured a nude image of sex symbol Marilyn Monroe in the centrefold.
The issue sold 50,000 copies and the Playboy empire was born.