For anyone who knew anything about Hugh Hefner, it should come as no surprise that he lived a pretty extraordinary life. As Playboy magazine reached its peak circulation in 1972, the Hef was living a life that some could only dream of - surrounded by beautiful women, with an endless supply of incredible parties, while was friends with some of the most famous people.
But even though the magazine's circulation dropped over the years, the 91-year-old never stopped his wild antics. A look at his Instagram account provides a few surprising insights into his character and lifestyle, ranging from the sweet to the sublime, via the just plain silly.
He seemed to be the person who knew everyone, and was regularly pictured cosying up to movie stars, sporting legends and other celebrities.
Hugh built the Playboy brand from scratch more than 60 years ago, starting with the launch of the magazine, which balanced full frontal female nudity with intelligent, interesting articles, and interviews with people like Dr Martin Luther King Jr and Jimmy Carter.
After borrowing around $8000 (£5,900), he produced the first ever issue of Playboy - initially going to be called Stag Party - featuring a nude image of Marilyn Monroe that he'd bought for $200 (£149).
He bought the legendary Playboy mansion in 1971 for $1.1 million (which would equate to $6.66m / £4.96m in 2017), which is where he hosted some of the most incredible looking parties.
Because the Playboy empire was growing through the 70s and 80s, it allowed Hef and the bunnies to travel in style.
However, despite the fame, the parties, the women, the 91-year-old wasn't shy about showing his softer side. He posted throwbacks showing the more intimate moments of his life with his family and inner circle.
His death this morning was announced in a statement from Playboy Enterprises, which read: "Hugh M. Hefner, the American icon who in 1953 introduced the world to Playboy magazine and built the company into one of the most recognisable American global brands in history, peacefully passed away today from natural causes at his home, The Playboy Mansion, surrounded by loved ones.
"He was 91 years old."
Featured Image Credit: PA Images