Diego Della Valle, president and chief executive of Tod's, plans to revive the brand of Elsa Schiaparelli, the once-famous Italian designer who is credited with inventing the wedge heel for shoes, as he has already done with the brand of Roger Vivier. Positioned very high in the market, the Schiaparelli label is not going to be used for sale through third parties or for any items besides clothing, accessories and cosmetics, according to a report in the Financial Times. Della Valle, who bought the rights to the Schiaparelli brand name in 2007, plans to reopen the Maison Schiaparelli on Place Vendôme in Paris next July, where the Roman-born fashion designer had her home, her workshop and her store in the 1930s and the 1940s. It was closed in 1954, after World War II. Farida Khelfa, a well-known French-Algerian fashion model and actress who has already worked for Azzedine Alaia and Jean Paul Gaultier, will act an ambassador for the brand. A creative director is to be appointed by September, and the first collection will be presented at the Paris ready-to-wear shows next March. Della Valle's new plans were announced in connection with the opening of an exhibition at the Metropolitan Museum of New York about Schiaparelli and Prada.