No its the out of box feature.
If you really want to implement the image variant of the product you must need to write a custom control inspired by the ShoppingCartItemSelector.ascx, that will render the options using your custom code and need to pulling data about variants using API and change the original product image on some event listener's, that will outputting an exact markup you need.
Product Variant API
Informative:: In Kentico 10.0.0 release you have the image variant feature.
Happy to help you