Playboy says Hugh died peacefully at home Wednesday, surrounded by loved ones.

Hefner's health had been in serious decline over the last year and he's not been seen in public for some time. His passing comes just over a year after his brother, Keith, died battling cancer.

Playboy magazine catapulted Hef into a cultural phenomenon ... paving way for the iconic Playboy Mansion that quickly became known for its legendary parties.

Playboy says Hugh died peacefully at home Wednesday, surrounded by loved ones.

Hefner's health had been in serious decline over the last year and he's not been seen in public for some time. His passing comes just over a year after his brother, Keith, died battling cancer.

Playboy magazine catapulted Hef into a cultural phenomenon ... paving way for the iconic Playboy Mansion that quickly became known for its legendary parties.

Hefner founded Playboy in 1953 with Marilyn Monroe gracing the first cover. The magazine landed huge celebrities for years to come -- including Cindy Crawford, Kim Basinger, Pamela Anderson, Madonna, Sharon Stone, Naomi Campbell, Carmen Electra, Drew Barrymore and Kim Kardashian.

The magazine stopped publishing nude photos in 2016 but went back to them in February of this year after Hugh's son, Cooper, was named chief creative officer.