The founder of Playboy magazine, Hugh Hefner, has died.
The 91-year-old, who began his publishing career in 1953, is understood to have passed away peacefully from natural causes.
Twitter has reacted to the news with tributes to the businessman and reality TV star in the wake of his sudden passing this week.
From Larry King to Kim Kardashian, Twitter is awash with messages remembering the man affectionately known as Hef.
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 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
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
RIP HUGH HEFNER
— The Weeknd (@theweeknd) September 28, 2017
RIP Hugh Hefner, your legendary spirit will live on
— SK (@shannonkilloran) September 28, 2017
Hugh is survived by his wife Crystal, four grown children, Christie, who served as CEO of Playboy Enterprise for more than 20 years, David, Marston and Cooper, who currently serves as Chief Creative Officer at the company.
Speaking of his father's impact on media, Cooper said: "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."
"He defined a lifestyle and ethos that lie at the heart of the Playboy brand, one of the most recognizable and enduring in history."
Hugh Hefner died at the Playboy Mansion surrounded by his loved ones.