Hugh Hefner reveals second new girlfriend in a matter of days following wedding split

Being dumped days before a wedding is supposed to be the most painful of love splits.

But this is obviously not the case with Hugh Hefner, who has announced the identity of his second girlfriend since he was humiliatingly dumped by fiancée Crystal Harris almost a fortnight ago.

The Playboy mogul spoke on Twitter about his new love, Playmate and actress Shera Bechard.

And at just 25-years-old she is a mammoth 60 years younger than the magazine publisher.

After he was questioned about her he tweeted: 'Shera is both our November 2011 Playmate & my new girlfriend.'

Previously he had sent her messages including, 'Goodnight, darling' and 'I miss you. I can't wait for your return. Love, Hef.'

The Canadian model, who shares the same hometown as Star Wars director George Lucas, responded multiple times to the multi-millionaire, including teasingly telling him: 'Will tweet you some pics tonight.'

Hefner has already been raving about Anna Sophia Berglund, who he calls his new 'best girl'.

The 85-year-old seemed smitten with the  25-year-old blonde bombshell, who has spent time in the mansion and was the Playmate of the month in January 2011.

'With Crystal gone, Anna is my best girl,' Hefner tweeted.

'Anna is really one in a million.'

Strangely enough, Hefner also admitted that his new lady is friends with his runaway bride.

'She's also Crystal's good friend,' he wrote.

Crystal Harris, 25, was due to marry Hefner last Saturday in a lavish ceremony at the Playboy mansion but she called it off just five days beforehand.

Harris has claimed that Hefner's love of women was one of the major problems in their relationship.

'It doesn't make sense to have so many women around but still have a marriage,' she told E! Online.

'It doesn't make sense, so it was the right thing. I wasn't the only woman in Hef's life and it wasn't going to stay that way after the marriage.'

'I love [Hefner],' she added. 'He is the sweetest person I've ever met in my entire life and I'll always love him and he'll always be a dear friend and I'll always visit him all the time.'

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Hugh Hefner and his 24-year-old bride take on the ageists

Playboy founder Hugh Hefner claims ageism has been the biggest obstacle he has had to overcome in a career marked by controversy.

Hefner, a staunch civil rights campaigner and women's liberation advocate in the '50s and '60s, has spoken out in defence of his upcoming third marriage to a former Playmate of the Year who is a third of his age.

"To begin with I fought racism, then sexism, now I'm fighting ageism," he said while in the UK to mark the reopening of the revamped London Playboy Club.
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The 85-year-old magazine mogul, who is set to marry his 24-year-old fiancée Crystal Harris later this month, has said that it's only other people who have difficulty comprehending their 61-year-age difference.

"If you're in good health, age is just a number. I'm consistent. When I was 20 I was dating 20-year-old girls and now I'm 85 and I'm still dating them," he added.

"We have lots in common. A very similar sense of humour. I can't forsee having a happier relationship than this one in the years ahead for me.

"One defines oneself in one's own terms. If you let society and your peers define who you are, you're less for it," he continued.

Despite his critics, Hefner has managed to continue and grow the Playboy legacy since launching the inaugural issue of the gentleman's magazine, with Marilyn Monroe gracing the cover, in 1953.

"The Playboy man likes nothing more than mixing up cocktails and an hors d'oeuvre or two, putting a little mood music on the phonograph, and inviting a female acquaintance for a quiet discussion on Picasso, Nietzsche, jazz, sex," his first editor-in-chief note read.

Fast forward almost 60 years and the pyjama clad "Hef" is still in the full glare of the zeitgeist thanks to the iconic bunny brand, numerous reality TV shows and cameos and a social media savvy, which has created both him and his former platinum playmates - including Holly Madison and Kendra Wilkinson-Baskett - a large and younger generation of fans.

He insists the Playboy brand continues to promote a positive image to women and that it's already large female fan base is growing.

"We live in a post-feminist society where a lot of women have grown up watching things like the popular reality show that was set in the Playboy mansion. The majority of viewers of that show were young women," he said.

"I'm on Twitter and get fan messages, a lot from young women, who love Playboy and love the bunny."

Hefner and Harris are due to exchange vows in front of 300 friends and family at the Playboy Mansion on June 19. The couple confirmed to the world that they were engaged via Twitter late last year.

"Yes the ring I gave Crystal is an engagement ring. I didn't mean to make a mystery out of it. A very merry Christmas to all," he posted on December 26 before Harris retweeted it.

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