The 85-year-old Playboy boss - who split from fiancee Crystal Harris earlier this month - announced he is dating the blonde beauty on his twitter account, just days after referring to his other new lover Anna Sophia Berglund as his "best girl" and moving her into his bedroom at the Playboy Mansion.
He tweeted: "Shera is both our November 2011 Playmate & my new girlfriend."
In a previous message, Hugh called 27-year-old Anna - who starred in 2009 movie `Sweet Karma`, in which she played a mute Russian girl - "darling".
Earlier this month, Hugh described Anna - who was named Playboy Playmate of the Month for January 2011 - as "one in a million".
He tweeted: "With Crystal gone, Anna is my best girl, but she`s also Crystal`s good friend. Anna is really one in a million. (sic)"
Hugh and Crystal`s wedding was called off just days before they were due to tie the knot on June 18 after she decided to end their relationship and moved out of the Playboy Mansion.
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 TV show `The Girls Next Door`.