LOS ANGELES -- Hugh Hefner, the iconic founder of Playboy Magazine, died Wednesday at the age of 91, the publication confirmed.
As soon as the news hit social media, current and former bunnies, celebrities featured in the publication and close friends began paying their respects.
Hefner's son Cooper also released a statement.
"Baywatch" actress and former playboy bunny Pamela Anderson was sobbing in an Instagram farewell she posted.
Shannon Tweed, who lived with Hefner at the Playboy Mansion and was Playmate of the Year in 1992, tweeted her goodbye.