Hugh Hefner's body has been driven away from his Playboy mansion to begin the journey to his final resting place - next to Marilyn Monroe.
The Playboy founder died of natural causes at the age of 91 on Thursday. Early this morning two hearses were seen leaving his Holmby Hills mansion.
Police lined the side of his driveway as the hearses left the residence to take the icon's body to an unknown location. He will eventually be entombed at the West Memorial Park in Los Angeles next to Monroe - Playboy's first-ever cover star - in a plot that Hefner bought in 1992 for $75,000.
Hefner's second wife, Kimberly Conrad, was also spotted leaving the mansion Thursday morning with their 27-year-old son, Marston Hefner. They were accompanied by Conrad's mother who was sitting in the backseat of the vehicle.
Conrad and Hugh Hefner were married from 1989-2010. He married Conrad the same year she became Playmate of the Year, and their son, Cooper, now runs Playboy.
Marston is a writer who writes under the name Marston Glenn, and apparently wrote a 'zombie book' called 'Bleed'. Marston also had a run-in with the law in 2012 when he was arrested for allegedly attacking his Playmate girlfriend Claire Sinclair.
Hefner's and Conrad's son, Cooper, often posts sweet photos of his grandmother, Conrad's mother, to social media showing they are close.
Hefner was born on April 9, 1926 ,in Chicago, Illinois, and went on to become a millionaire after founding the influential men's magazine in 1953.
On Wednesday night the official Playboy Twitter account announced: 'American Icon and Playboy Founder, Hugh M. Hefner passed away today. He was 91. #RIPHef.'
Hefner's death was confirmed in a statement from Playboy Enterprises that said he 'passed away today [Wednesday] from natural causes at his home, The Playboy Mansion, surrounded by loved ones'.
His son, Cooper Hefner, who is the chief creative officer of Playboy Enterprises, 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 recognisable and enduring in history.
"He will be greatly missed by many, including his wife Crystal, my sister Christie and my brothers David and Marston, and all of us at Playboy Enterprises."