Hefner has a new girl, already!

Playboy mogul Hugh Hefner has announced Playboy model Shera Bechard as his new girlfriend. The 85-year-old split from fiancee Crystal Harris earlier this month.

Playboy mogul Hugh Hefner has announced Playboy model Shera Bechard as his new girlfriend.

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The 85-year-old, who split from fiancee Crystal Harris earlier this month, announced he is dating the blonde beauty, just days after referring to his other new lover Anna Sophia Berglund as his "best girl", reports contactmusic.com.

"Shera is both our November 2011 Playmate & my new girlfriend," Hefner posted on on microblogging site Twitter.

Hugh Hefner

The media mogul often lives with more than one lover at a time and his life with ex-girlfriends Kendra Wilkinson, Holly Madison and Bridget Marquardt was filmed for the reality telivison show The Girls Next Door.