HUGH Hefner, founder of the iconic Playboy magazine, has died aged 91.

According to a statement from Playboy Enterprises, Hefner died of natural causes at his home in the Playboy Mansion.

Founding the magazine in 1953, Hefner built a brand that defined the sexual culture of the second half of the 20th century.

Playboy’s buxom models were the objects of millions of men’s fantasies as Hefner challenged what he derided as America’s “puritanical” attitudes toward sex. For decades, he was the pipe-smoking, silk-pyjama-wearing centre of a constant fantasy party at Playboy mansions in Chicago and then in Los Angeles. Hefner’s funeral or burial plans are unclear, but reports suggest his final resting place may be next to Marilyn Monroe. He bought the crypt next to her at the Westwood Village Memorial Park in Los Angeles nearly 25 years ago for almost $US100,000 ($A128,000) according to The Guardian.

MORE: Inside Hugh Hefner’s Playboy mansion

RENDEZVIEW: How Hugh Hefner changed the world







He famously only wore pyjamas at the Playboy Mansion, usually a black-lined red velour smoking jacket and a pair of silk PJs, teamed with black slippers.

So iconic was the look that it inspired dress-up costumes.

He also starred in the E! reality TV series The Girls Next Door.

Hefner is survived by his wife, Crystal, and four grown children: Christie, who served as CEO of Playboy Enterprise for more than 20 years, David, Marston and Cooper, who serves as chief creative officer at the company.

“My father lived an exceptional and impactful life as a media and cultural pioneer and a leading voice behind some of the most significant social and cultural movements of our time in advocating free speech, civil rights and sexual freedom,” Cooper Hefner said in a statement.

“He defined a lifestyle and ethos that lie at the heart of the Playboy brand, one of the most recognisable and enduring in history. He will be greatly missed by many.”

Watch the video below for a peek into the Playboy Mansion, guided by Hefner’s son Cooper.









American Icon and Playboy Founder, Hugh M. Hefner passed away today. He was 91. #RIPHef pic.twitter.com/tCLa2iNXa4 — Playboy (@Playboy) September 28, 2017

In his last posts to social media, Hefner encouraged his followers to donate to the One America Appeal to support hurricane victims of Harvey and Irma.

“My thoughts are with everyone affected by Hurricanes Harvey & Irma, both the victims and the first responders,” he wrote.

“... In times of such great adversity, it is inspiring to know we can put our differences aside and join together to help those in need ...

My thoughts are with everyone affected by Hurricanes Harvey & Irma, both the victims and the first responders... — Hugh Hefner (@hughhefner) September 14, 2017

... In times of such great adversity, it is inspiring to know we can put our differences aside and join together to help those in need... — Hugh Hefner (@hughhefner) September 14, 2017

Hefner was no stranger to controversy.

He was avidly involved in civil rights activism, battled censorship in the courts and constantly sparred with the likes of the FBI and DEA.

But his greatest victory was the obscenity battles of the 1960s.

Hugh Hefner knew how to pick winners pic.twitter.com/8NmQLvotPP — Jacob Wohl (@JacobAWohl) September 28, 2017

Hefner was arrested for “publishing and distributing an obscene magazine” on June 4th, 1963 on a warrant issued by Judge Norman N. Eiger.

The courtroom struggle centred on who got to decide what was obscenity, and what was acceptable.

The case was declared a mistrial when the jury deadlocked 7 to 5.

Scandal was never far from Hefner. He fled Chicago in 1975 amid a grand jury investigation into drug activities at his home and the drug-related death of one of his secretaries and a Playboy club bunny.

In 2005, British twins Carla and Melissa Howe spilt the beans on what life in an ageing Hefner’s Playboy Mansion was like as his soft-porn empire collapsed around him.

Instead of a sex demon, Hefner behaved more like an overly protective grandfather who imposed curfews on ‘his girls’, they said.

“When you’re here you have to be in by the 9pm curfew. You’re not allowed to invite any friends up to see you. You’re definitely not allowed male visitors. If you break the rules you get banned. Once you’re out, you’re out, you can’t come back,” Carla said.

As for his later-life sex drive: “I’m really relieved … we’ve heard stories about him having 16 girls in the grotto and once he’d finished they would be passed on to the next man there.”

But former Playmate Kendra Wilkinson recently told how she had to get “very drunk and very stoned” to endure sex sessions with the then octogenarian tycoon.

In another scandal, glamour model Chloe Goins boldly accused Hugh Hefner of allowing Bill Cosby to unknowingly drug underage women during several of his Playboy Mansion parties. The Playboy founder responded by saying he had no knowledge of or involvement in Cosby’s alleged behaviour at the Mansion and that her claims were unfounded. The LAPD has since decided to not go forward with criminal charges against Hugh Hefner.

EARLY LIFE

Hefner was born on April 9, 1926 in Chicago, Illinois, to teacher parents Grace Caroline and Glenn Lucius Hefner. From a young age he demonstrated an interest in writing and drawing (particularly cartoons). He founded a school paper and was president of the student council.



MARRIED WITH CHILDREN

Hefner married his college sweetheart Mildred Williams in 1949, but just before their wedding, Mildred admitted she had had an affair while he was serving in the army — a confession Hefner later described as “the most devastating moment of my life”. As a result of her own infidelity, Mildred would turn a blind eye to Hefner’s many liaisons. The pair had two children — Christie and David Hefner — before divorcing after 10 years of marriage.

He continued his playboy lifestyle until 1989, when he tied the knot with Playmate of the year Kimberly Conrad (they divorced in 2010).

He married another Playmate, Crystal Harris, in 2012, and remained with her until his death.

PLAYBOY MAGAZINE

In December 1953, a year after he quit his job at Esquire, he launched Playboy magazine, using money raised from 45 investors (including $1,000 from his mother) and a bank loan. The first issue, which he produced in his own home, featured a nude image of Marilyn Monroe as a centrefold — it was an instant hit, selling a staggering 50,000 copies. Because Hefner wasn’t sure how successful the magazine would be, the first issue was undated.

The iconic Playboy logo of a rabbit wearing a bow tie first appeared in the second issue of the magazine. Hefner later said that the rabbit was selected for its “humorous sexual connotation”.



A common joke among Playboy’s readers was that they only read it “for the articles”, but in fact the magazine was noted for publishing some of the greatest writers of the 20th century.

Authors who had original stories and journalism published in Playboy included Jack Kerouac, Kurt Vonnegut, Gabriel Garcia Marquez, Roald Dahl and Ian Fleming.

Feminist authors Joyce Carol Oates and Margaret Atwood also had stories published in the magazine. The magazine’s highest-selling issue was the November 1972 edition - it sold over 7,000,000 copies.





LOVE LIFE

Hefner’s romantic life has long made headlines — he was into peroxide blondes, and dated many women at the same time.

Perhaps most famously was his three-way relationship with Kendra Wilkinson, Bridget Marquardt, and Holly Madison who starred on his E! reality series, Girls of the Playboy Mansion.

Though not one to give up his polyamory, Hefner tied the knot with Crystal Harris in 2012 — he was 86 and she was 26.

He also dated Baywatch actor Brande Roderick, twins Kristina and Karissa Shannon and Polish playmate Izabella St. James.

Madison revealed the dark side to her relationship with Hefner in her 2016 memoir, The Vegas Diaries.

“All of those people who watched The Girls Next Door … They thought I was happy with Hef.

“Hef painted it like it was some sort of fairytale.”

She described the mansion as a “farce with this vicious horde of girls”, and accused Hefner of controlling and verbally abusive behaviour.

“He liked to play favorites to keep everyone on their toes. How else could he stay in control of seven women? He needed to somehow maintain the upper hand.”

ICON REMEMBERED

Tributes have started flowing for the magazine icon.

Neil Strauss, author of The Game, has Tweeted:

RIP @hughhefner - who spoke these words to me, which I never forgot and never will... pic.twitter.com/jMmgoX7hNc — Neil Strauss (@neilstrauss) September 28, 2017

American actor Kat Dennings wrote: “I met Hugh Hefner at the Playboy mansion. He was very nice to my mom. Don’t ask.”

I met Hugh Hefner at the Playboy mansion. He was very nice to my mom. Don't ask. #RIPHef — Kat Dennings (@OfficialKat) September 28, 2017

American porn star Ron Jeremy wrote: “#RestInPeace Hugh Hefner. Charing Cross Road will never be the same. #HughHefner”

Kim Kardashian tweeted: “I’m honored to have been a part of the Playboy team! You’ll be greatly missed! Love you Hef! xoxo”





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

Paris Hilton responded to Hefner’s passing with an emoji.





Parks and Recreation star Rob Lowe called Hefner a “true legend”.



I had a number of great conversations and with Hugh Hefner. Was such an interesting man. True legend. What an end of an era! — Rob Lowe (@RobLowe) September 28, 2017

Nancy Sinatra said the Playboy founder was “one of the nicest men I’ve ever known”.

One of the nicest men I've ever known. Godspeed, Hugh Hefner. pic.twitter.com/457cchqskO — Nancy Sinatra (@NancySinatra) September 28, 2017

Larry King paid tribute to his friend saying he was “a giant in publishing, journalism, free speech and civil rights”.





Hugh Hefner was a GIANT in publishing, journalism, free speech & civil rights. He was a true original, and he was my friend. Rest well Hef. pic.twitter.com/bJ1wxoK4gR — Larry King (@kingsthings) September 28, 2017

Oscar-winning actor Marlee Matlin fondly remembered the “publishing giant”.

The passing of Hugh Hefner made me think how flattered yet shocked I was when asked to pose in 90s. (I passed) RIP a publishing giant & icon — Marlee Matlin (@MarleeMatlin) September 28, 2017

TV host Ryan Seacrest said the Hollywood legend “lived life to the fullest”.

Rest in peace #HughHefner - he will forever be remembered as the Hollywood legend who lived life to the fullest. — Ryan Seacrest (@RyanSeacrest) September 28, 2017

Australian model Simone Holtznagel posted a picture of her Playboy cover with the message to “rest well in the bosoms of ... heaven”.





